A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference

  • Yi-Ching Tsai* Shih Chien University
  • Hui-Chen Chang National Taipei University
  • Kung-Chung Ho National Taipei University

Abstract

To meet the expectation of customers during experience era, it is important to understand their perceptions of different brands. To achieve this, this study aimed to investigate the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. This study used Tablet PC users as the research objects and collected empirical data through online questionnaires. Structural Equation Model (SEM) was used to validate models, and hierarchical regression was used to test the hypothesis. The results of this study showed that brand experience has a significant positive effect on brand preference, brand experience has a significant positive effect on customer satisfaction, and self-concept congruence has a positive effect on brand preference. In addition, self-concept congruence has positive effect on customer satisfaction and brand preferences. These results show that through a comprehensive brand experience, companies could enhance brand preferences and purchase intentions of customers. Keywords: Brand Experiences, Self-Concept Congruence, Customer Satisfaction, Brand Preference To cite this document: Yi-Ching Tsai, Hui-Chen Chang, and Kung-Chung Ho, "A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference", Contemporary Management Research, Vol.11, No.2, pp.97-116, 2015. Permanent link to this document: http://dx.doi.org/10.7903/cmr.12970

Author Biographies

Yi-Ching Tsai*, Shih Chien University
dept. of International Business Management, assistant professor
Hui-Chen Chang, National Taipei University
dept. of Business Administration, associate professor
Kung-Chung Ho, National Taipei University
Graduate student of Business Administration Department
Published
2015-03-23
How to Cite
Tsai*, Y.-C., Chang, H.-C., & Ho, K.-C. (2015). A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference. Contemporary Management Research, 11(2). https://doi.org/10.7903/cmr.12970
Section
Special Issue for ICMS conference