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Self Esteem’s Moderation of Self Congruity Effects on Brand Loyalty

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Figure

Figure 1. Self-Congruence Framework.
Table 1. Summary of Moderation Analysis for Interaction of Self-Esteem on the Rela-tionship between Actual Self-Congruity and Brand Loyalty (N = 151)
Table 2. Summary of Moderation Analysis for Interaction of Self-Esteem on the Rela-tionship between Ideal Self-Congruity and Brand Loyalty (N = 151)
Table 5. Summary of Multiple Regression Analysis for Actual and Ideal Self-Congruity and Self-Esteem Predicting Use of Preferred Brand (N = 151)

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