Influence Of Self Congruity On Consumer Brand Preference And Customer Satisfaction

| The discussion refers often to the topic and with adequate evidence from the literature. There is appraisal of the literature(19-21)

The information used in this report was gained from several different sources. For example, I have used information from my P4 survey, as well as my P3, M2 presentation and my M1 table of various data collection methods.

The author’s present important and substantial findings from prior studies and literature reviews. The information and data offered was comprehensive and well-supported, it was clear that the authors had conducted a thorough

Although the amount of research conducted is valid to the nature of the source, it is insufficient for in-depth study purposes. There are no official studies or other valid sources used in this article and a bibliography, naturally, is not provided.

Age of the sources. The significant literature will be reviewed. Sources from the last five years, 2012- 2017, will be

The purpose of this review is to narrate and provide the details of published academic studies about the

When consumers hear the word personal branding, they will automatically associated personal branding with corporate branding (Gail (2010), When a company has established a good reputation and have endurance longevity, customers will keep that company on their mind and not concern with a particular product.  For

Methods. Twenty original research reports published in the last 30 years, were systematically reviewed for strength of association,

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Chapter 9 provides recommendations as to how future research could further support this research paper.

This report is a study of brand personalities and how they can “rub off” on their consumers. This is how the consumer perceives themselves after they use that brand. This article is important because it shows how a brand can affect the consumer. If a brand can capture a personality of a certain person, the more likely that person will stick with that brand. Brand loyalty is a very important aspect of marketing and can produce a lot of good for the brand. Even though this may seem natural, what if a consumer was to start using a new brand of products? Would their personality match the products they use or

Several journal articles have been published in relation to the concept of self- congruity and consumer behaviour. It is seen that different articles focus on developing brand personality and image, pertaining to a specific field.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.

Brand is crucial in differentiating the superiority of products or services over others. This is an exploratory study examining the differences in brand satisfaction between Malaysian Airlines (full service airlines) and Air Asia (low cost airlines) in Malaysia. 350 usable