What is Self – Congruity

Consumer-Brand Identification (CBI) has been identified as an important antecedent of consumer-brand relationships. Consumers show positive attitudes towards brands that reflect their self-concept and are more likely to express and enhance their identity. In this sense, Consumer-Retailer Identification (CRI) represents a powerful tool for retailers to develop meaningful relationships by strengthening emotional connections with their customers. This chapter proposes a literature review of previous research on the role of consumer's self-concept in the development of retailer-customer relationships. Focusing on identity-based consumer behaviour, the chapter provides a comprehensive picture of the past research and the emerging trends on CBI and then proposes a conceptual framework of CRI.