Özet:

In this study, hypothesized that congruence or incongruence of consumer image and brand image leads positive or negative attitudes towards brand and these attitudes affect consumer decision process as mediators, formation of brand loyalty process is approached from an image congruence perspective. A preformed questionnaire form was used as data collection tool and pure data was analyzed with Structural Equation Modeling in order to demonstrate how observed variables fit the theoretical model. Analysis results show that consumer image and brand image congruence affect love/passion and commitment, and love/passion and commitment affect brand loyalty positively. Other attitudes and satisfaction are found statistically insignificant relation with brand loyalty

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