A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference

Abstract

To meet the expectation of customers during experience era, it is important to understand their perceptions of different brands. To achieve this, this study aimed to investigate the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. This study used Tablet PC users as the research objects and collected empirical data through online questionnaires. Structural Equation Model (SEM) was used to validate models, and hierarchical regression was used to test the hypothesis. The results of this study showed that brand experience has a significant positive effect on brand preference, brand experience has a significant positive effect on customer satisfaction, and self-concept congruence has a positive effect on brand preference. In addition, self-concept congruence has positive effect on customer satisfaction and brand preferences. These results show that through a comprehensive brand experience, companies could enhance brand preferences and purchase intentions of customers. Keywords: Brand Experiences, Self-Concept Congruence, Customer Satisfaction, Brand Preference To cite this document: Yi-Ching Tsai, Hui-Chen Chang, and Kung-Chung Ho, "A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference", Contemporary Management Research, Vol.11, No.2, pp.97-116, 2015. Permanent link to this document: http://dx.doi.org/10.7903/cmr.12970