Title: Examining the impact of self-image congruence on brand preference and satisfaction: the moderating effect of expertise

Authors: M. Sadiq Sohail; Farouk Awal

Addresses: Department of Management and Marketing, King Fahd University of Petroleum and Minerals, Dhahran 31261, Saudi Arabia ' Department of Management and Marketing, King Fahd University of Petroleum and Minerals, Dhahran 31261, Saudi Arabia

Abstract: This paper investigates the impact of self-image congruence on brand preference and satisfaction. The paper further determines and explains how the level of expertise moderates the impact of self-image congruence on brand preference/satisfaction. A convenient non-probability sampling method via online was used to obtain the data in Saudi Arabia. Correlation and moderated regression analyses were used to test the hypothesised relationships. Results of the study confirms previous researches about the relationship between self-image congruence and brand preference/satisfaction. The result also proved that the higher the level of expertise the lower the impact of self-image congruence on brand preference/satisfaction. This study adds value by determining the moderating effect of the level of expertise on the relationship between self-image congruence on brand preference/satisfaction. The findings of the study will help brand managers to improve their brand management and enhance consumer satisfaction.

Keywords: brand positioning; brand preference; expertise; satisfaction; Saud Arabia; self-image congruence.

DOI: 10.1504/MEJM.2017.084965

Middle East Journal of Management, 2017 Vol.4 No.2, pp.133 - 149

Received: 15 Dec 2016
Accepted: 16 Dec 2016

Published online: 29 Jun 2017 *

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