A Comparative Study of Self-congruity and Brand Personality on Customer Loyalty (Case study: Comparing Iranian Mobile Phone Brands and Chinese Mobile Phone Brands)

Studies have shown that brands like humans have distinctive character which distinguishes in mind of consumers. Researchers Today's, two streams of brand personality and Self-congruity have investigated. In this research the effect of both variables on loyalty is studied. Methodology The study was descriptive-correlation. The study population was Iranian mobile phone brands and Chinese mobile phone brands in the city of Rasht. Sampling was done by systematic sampling. A sample of 382 customers using unlimited community sample of each brand, Data collection tool was a standard Das (2014) questionnaire that confirmed its validity and reliability by crovbach’s alpha method. The statistical analysis software of structural equations modeling ‘LISREL 8.5’ was used to test the hypothesis. The results showed a positive and significant effect of brand personality and Self-congruity on customer loyalty. The Impact of brand personality on customer loyalty in Chine’s brand was more than Iranian’s brand. The Impact of Self-congruity on customer loyalty in Iranian’s brand was better