%0 Journal Article
%T The Effect of the Congruence between Brand Personality and Self-Image on Consumer¡¯s Satisfaction and Loyalty: A Conceptual framework
%A Mohamed Ali Achouri
%A N¨¦ji Bouslama
%J IBIMA Business Review
%D 2010
%I IBIMA Publishing
%X This research belongs to the field of the analysis of the consequences of congruence between brand personality and self-image. The consequences taken into account in this study are consumer¡¯s satisfaction and loyalty. We will present a literature review on the study of impact of the congruence between brand personality and self-image on the four dependant variables considered in this research: Satisfaction, attitude, preference and behavioural intentions.
%K Congruence
%K Brand personality
%K Self-image
%K Satisfaction
%K Loyalty.
%U http://www.ibimapublishing.com/journals/IBIMABR/2010/627203/a627203.html