Abstract:

This study aims to investigate consumers’ brand loyalty toward sportswear products from a self-congruity perspective. Data were gathered via a survey distributed online in Indonesia. The structural equation modeling (SEM) method was used to test the hypotheses. The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, attitudinal brand loyalty, and behavioral brand loyalty. However, the study demonstrates that attitudinal brand loyalty does not represent behavioral brand loyalty. This study contributes to the growing body of research on the self-congruity perspective on brand loyalty. The study empirically confirms the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Indonesian sportswear market