Examining the impact of self-image congruence on brand preference and satisfaction: the moderating effect of expertise

This paper investigates the impact of self-image congruence on brand preference and satisfaction. The paper further determines and explains how the level of expertise moderates the impact of self-image congruence on brand preference/satisfaction. A convenient non-probability sampling method via online was used to obtain the data in Saudi Arabia. Correlation and moderated regression analyses were used to test the hypothesised relationships. Results of the study confirms previous researches about the relationship between self-image congruence and brand preference/satisfaction. The result also proved that the higher the level of expertise the lower the impact of self-image congruence on brand preference/satisfaction. This study adds value by determining the moderating effect of the level of expertise on the relationship between self-image congruence on brand preference/satisfaction. The findings of the study will help brand managers to improve their brand management and enhance consumer s