Xiaodong Qiu
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Xiaodong Qiu
[Email address]
Abstract
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Abstract
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literature review
Self-congruityand brand personality on consumer satisfaction literature review
Self-congruityand brand personality on consumer satisfaction

Since the theory of consumer satisfaction put forward, it has been attracting marketing researchers attention and came out many valuable theoretical results. However, it is relatively less about the influence of self-congruity to consumer satisfaction (Sirgy et al., 1997). This review will focus on the literature on self-congruity theory including self-concept and brand personality, and the influence on consumer satisfaction. Expand the mainstream view and research result and conclude the limit of former studies. Most of the literature focus on the changing of self-congruity, brand personality and consumer satisfaction.
At the end of the 19 century, there were already some research topics related to self-congruity within the domain in psychology. However, until the late of the 1950s, researchers started to introduce the topic of self-congruity into the researches of customers’ behaviors. Nowadays, there is already a complete model of theory and methods of measurement of the Self-Congruity Concept.
There are many scholars believe self-congruity is how an individual think or feel on himself from an objective perspective. After all, there are still different explanation interpreted by many people. For example, the theory of psychology analysis believes