Self-Image Congruity Affecting Perceived Quality and the Moderation of Brand Experience: The Case of Local and International Brands in the Kingdom of Saudi Arabia

This study, involving a sample of 745 observations and 21 well-known local and international brands operating in the Kingdom of Saudi Arabia (KSA), shows that when people feel high actual-self, ideal-self, actual-social, and ideal-social congruity with brand image, brand perceived quality is enhanced. This relationship is reinforced when people live strong intellectual and imaginative experiences, a facet of what is called brand experience. This...