부산대학교 도서관

This study reexamines the roles of self-congruity in building brand equity. Specifically, it attempts to empirically test the moderating role of self-congruity in the relationship between brand preference and brand loyalty. The result confirms the moderating role of self-congruity in the relation among brand preference, brand loyalty, and intention to pay premium. Brand preference had a stronger effect on brand loyalty and intention to pay premium for those participants with a high level of self-congruity than those with a low level. Managerial implications are discussed below.