The effect of self-image congruence and brand loyalty on word of mounth marketing in the apparel sector

The aim of this research is to determine whether the self-image congruence and brand loyalty of consumers in the ready-made clothing industry positively affect word of mouth marketing. The population of the research consists of consumers aged 18 and over, who live in Istanbul and shop in the ready-made clothing sector. The research sample consists of 402 consumers determined by simple random sampling method. Personal Information Form, Self-Image Congruence Scale, Brand Loyalty Scale and Word of Mouth Marketing Scale were used as data collection tools in the research. The analysis of the data in the research was carried out with the SPSS 23 package program. In the study, validity and reliability tests of the scales, normality tests were performed and Pearson Product Moments Correlation and simple linear regression analysis were used for hypothesis tests. According to the results of the research, inverse relations between the self-image congruence, attitudinal brand loyalty and behavioral brand loyalty of the consumers in the ready-made clothing sector and the positive valence and content/intensity dimensions, which are the sub-dimensions of word of mouth, and negative valence were determined. Consumers' self-image congruence, attitudinal brand loyalty and behavioral brand loyalty positively affect the positive valence dimension. As the self-image congruence and attitudinal brand loyalty of the consumers increase, the negative valence level, which is the sub-dimension of word of mouth marketing and which is explained as negative marketing towards the brand, decreases. As consumers' self-image congruence and behavioral brand loyalty increase, the level of content and concentration, which is the sub-dimension of word-of-mouth marketing and expresses the disclosure and frequency of information about the brand, increases. In line with the results obtained in the research, suggestions have been developed for brand marketing in the ready-made clothing industry.