The influence of self congruity towards brand relationship quality and brand loyalty: Case for MANGO fashion product in Surabaya

The rapid growing of fashion industry in Indonesia created intense competiton among the fashion industy players and attract many international brands expansion to Surabaya as the second big city in Indonesia. The upper middle class customer in Surabaya expresses their status by projecting the brand image of the product that they bought and wear. This phenomenon creates the stong relationship between the customer and the brand that contribute to the development of brand loyalty. MANGO is one of the international brands that is targeting the upper middle class customer in Surabaya. This research will reveal the influence of customer self congruity towards brand relationship quality and brand loyalty for MANGO products. The structural equation modelling is used to measure and to analyze the research variables. The findings showed that customer self congruity positively influences brand loyalty while the customer self congruity negatively influences brand relationsip quality and finally brand relationship quality negatively influences brand loyalty