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

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.