Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise

Jamal, Ahmad ORCID: https://orcid.org/0000-0002-6230-4910 and Al-Marri, Mohammed 2007. Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise. Journal of Marketing Management 23 (7-8) , pp. 613-629. 10.1362/026725707X2266

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Abstract

Prior research has reported that self-image congruence can influence brand preference, brand satisfaction and purchase intentions. With the help of an empirical research, the paper argues that while self-image congruence may be related to satisfaction in general in the automobile market, it may not necessarily affect satisfaction judgements when customers have higher levels of expertise. The paper discusses implications for brand managers and argues to take into account customer characteristics such as customer expertise while developing positioning strategies.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Uncontrolled Keywords:	Self image congruence ; Satisfaction ; Brand preference ; Expertise ; Positioning
Publisher:	Taylor & Francis
ISSN:	0267-257X
Last Modified:	19 Oct 2022 09:59
URI:	https://orca.cardiff.ac.uk/id/eprint/22830

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