Research on influence of the congruence of consumer self-concept and brand personality on brand trust

The study adopts a relationship marketing perspective to explore and examine the influence of the congruence of consumer self-concept and brand personality on brand trust through brand attitude. Based on data collected from a large questionnaire sample, the paper use structural equation modeling method analyzes the relationship between variables. The results indicate that brand attitude significant plays a positive driving role to brand trust, the congruence of brand personality and consumer ideal self-concept positive impact brand trust through brand attitude more than the congruence of consumer real self-concept, and also find that the congruence of brand personality and consumer social self-concept has a negative impact on brand trust through brand attitude.