Investigating and explaining the factors affecting brand and consumer congruence in luxury brands

Today, brands are considered as the most important assets of businesses. Brands and their personalities are the basis on which consumers identify and link different products and services. Establishing lasting relationships with consumers is the main goal of marketing for most companies; Successful companies have strong relationships between the brand and their consumers, so the relationships that consumers establish with different brands are of particular importance in marketing. In today's consumer society, where it is easy for consumers to show brand advocacy, it is important for marketers to understand the behaviors that lead to brand choice. This study identifies and understands the key variables (brand image dimensions, brand perception, brand expectation, brand love and brand passion); Also in this article, it examines and explains the factors affecting brand and consumer congruence and examines the existing literature in this field.