The Effect of Self-Brand Congruity on Luxury Brand Loyalty

Abstract This research looks at the connection between self-brand fit and customer loyalty in the high-involvement luxury sector. It uses self-congruity theory and a framework of prestige-seeking consumer behaviour to examine how matching a consumer's actual and ideal self-image with a brand's personality creates strong emotional ties and lasting commitment. Specifically, the study investigates why ideal self-congruence—the alignment between a brand's image and a consumer's desired self—often drives loyalty more effectively than actual self-congruence. The findings provide valuable insights for luxury brand managers on how to shape brand personalities that connect with consumers' ideal self-images and promote lasting brand loyalty.