Abstract

Extending the personality of human being to the commercial brands is the subject that researchers have focused on the recent decades. On the other hands Self-congruity is the subject that can have major role in creating brand loyalty. The purpose of this study is to inspect the Effect of Self-congruity on brand loyalty in the mobile industry. We did this by using structural equation modeling (SEM) and PLS software. The main hypothesis of the study was to evaluate the effect of Self-congruity on brand loyalty which deals with the relationship between customer involvement as a mediator variable considered. Research data through 443 questionnaires distributed among Tehran residents between august till October 2014 were collected. Results indicated a significant and Positive relationship between Self-congruity with brand loyalty in the mobile industry. Also, the results indicated the role of the mediation for involvement variable in this relation.

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