The Impact of Self-image Congruence with Store Image on Intention for Purchase from the Store: The Role of Store Brand Equity

Nowadays, branding and brand management are of much interest in the world of marketing. The main purpose of many organizations is building a powerful brand in the market. Among the tangible aspects of a product or a service, the most important one is the brand image, which most marketing strategies focus on and tend to highlight. Since consumers with specific personalities choose brands with a congruent image, the complex problem that brand managers face is how to create a brand personality that is compatible with the character of target market consumers. The purpose of this study is to examine the relationship between brand-self image congruence and brand equity. This study also examines the relationship between brand equity and brand purchase intention in Shahrvand chain stores. To achieve this goal, the research model was tested by the data collected through a questionnaire handed to 267 customers of Shahrvand stores. This helped to model structural equations. The results of the data analysis showed the positive influence of self-image congruence with the store’s brand image on the brand awareness, perceived quality of the brand, brand loyalty, and brand association. In addition, the effect of all the aspects of brand equity on purchase intention was confirmed.