Symbolic consumption: A study on self congruity

In consumer behavior, within the aim of understanding the symbolic role of products, consumers? perceptions of the congruity between the product images and self-images which refers as ?self-congruity? studies have focused on pre consumption behavior. The purpose of this study is to explore the effects of self-congruity on post consumption behavior focusing on consumer satisfaction and brand loyalty along with brand identification which is not mentioned in the previous studies. According to the research purposes, a research model is proposed to determine the direct and indirect effects of self-congruity. In order to test the proposed model, a study is conducted with 320 cellular phone users whose are Master of Business Administration students at the universities located in Ankara. In this study with relational research design, the data is gathered by a structured questionnaire. According to the results of the research, it is determined that self-congruity has a significant direct effect on consumer satisfaction, brand identification and an an indirect effect on brand loyalty. It is determined that, self-congruity effects brand loyalty through consumer satisfaction and brand identification. Thus, consumer satisfaction and brand identification mediates the impact of self-congruity on brand loyalty.