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Self-congruity and its influence on brand loyalty: a case study of Zara in central Jakarta

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The basic concept of consumer purchase intention is to make for practical sense or solely motivated by the urgency to acquire needed goods and services. However in the mid-nineteenth centuries researchers started to learn that society also buy things to satisfy their social needs. Their purchase intention is backed by the need to reward themselves or to make a statement of their personality. This idea becomes more significant as numerous researchers identified the concept of brand image - or the basic reasoning that consumer associate to specific brand. Generally, consumer will choose brand that have the right meaning to express who they are and that is why they tend to choose a brand that has similar image with their own self-image that they want to project to the society. The relation between brand image and self-image can be studied further by looking at the concept of Self-Congruity or the match between consumers? perception of themselves with their evaluation of the brand. A number of literature suggested that self-congruity does not only affect brand preference, choice and satisfaction but also brand loyalty. The focus of this current study is to analyze the extent of self-congruity and brand loyalty and to determine whether self-congruity influences brand loyalty in ZARA?s young adult consumer in Central Jakarta. To study the self-congruity phenomenon, this research applied both quantitative and qualitative methods. The quantitative approach is conducted through survey and is aimed to measure the relation between self-congruity based on actual and ideal self-image in 100 ZARA customers. Meanwhile, the qualitative approach is conducted through in-depth interview as an effort to gain comprehensive information about ZARA?s brand image and motives behind the consumer?s purchasing behavior.

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Availability

B01517

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Available

Detail Information

Series Title

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Call Number

1517

Publisher

: Swiss German University., 2013

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Language

English

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Classification

NONE

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Subject(s)

PR

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