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The Effect of the Congruence between Brand Personality and Self-Image on Consumer’s Satisfaction and Loyalty: A Conceptual frameworkKeywords: Congruence , Brand personality , Self-image , Satisfaction , Loyalty. Abstract: 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.
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