Determining the role of brand and self-image congruence on brand experience, brand love and brand loyalty

In today's competitive environment, where diversity prevails, it is becoming increasingly difficult to gain consumers' loyalty to a brand. Recently, brands have realized the necessity of offering experiences besides the products and services to build strong ties with the consumer. In today's competitive context, experiences have become a key element rather than added value. This study mainly examines the effect of brand experience on brand loyalty and brand love. The study also aims to determine whether self-image congruence has a moderator role in the effect of brand experience on brand love. Further, examining the mediator role of brand love in the effect of brand experience on brand loyalty is another purpose of the study. In line with these stated objectives, the research was conducted on coffee chains and data was collected from coffee chain customers without any brand restriction through online survey. Responses from 451 valid surveys were used to test the research hypotheses. Results of the study showed that brand experience affects both brand love and brand loyalty in a positive direction. Self-image congruence moderates the effect of brand experience on brand love and finally brand love mediates the relationship between brand experience and brand loyalty. Keywords: Brand experience, brand love, brand loyalty, self-image congruence