THE ROLE OF BRAND SELF-RELEVANCE IN DEVELOPING BRAND LOYALTY: A STUDY ON THE BRAND LOYALTY FOR HONDA

This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, honda. in-depth interviews of 34 honda owners in malaysia were conducted. those interviewed were asked on their feelings, experiences and loyalty towards honda. the study conceptualised a research model combining dick and basu’s (1994) customer loyalty framework and sirgy’s (1986) self-congruity theory. results demonstrated there are two main self-relevance factors influencing consumers’ brand loyalty, which are product or brand user image congruity and need for self-expression. specifically, study showed need of self-expression plays a significant role in influencing brand loyalty to portray consumers’ ideal, social and ideal-social self-images. results also reveal brand self-relevance plays a significant role to both behavioural and attitudinal brand loyalty. results illustrated brand self-relevance plays a more significant role in influencing consumers towards true loyalty than latent, spurious or no loyalty. this study suggests brand managers, advertisers and companies should focus on brand self-relevance in developing brand loyalty strategies to capture brand’s target market and retain them for a long duration of time. findings provide a more specific direction in developing brand communication strategies and marketing plans to create strong and sustainable brand, retaining greater brand loyalty of the customers.