Brand Compatibility with the Spirit of Customers and Its Influence on Customer Attraction

Services purchased by customers or consumers have individual and social implications. Manufacturers strengthen their thinking about themselves using these concepts. Brand, as a social mark, act to match brand personality andis a motivating factor for consumer behavior. Positive personality of brand has consequences such as enhancing customers' preferences, sentiment, trust and satisfaction. Brand personality congruence refers to the consistency between self-perception and brand image. Brands, as a social mark, act as consumer motives in their brand image and consumer image. Customers tend to prefer the brand and adhere to it, which is consistent with their true or ideal ones. Brand, as a social mark, act to match brand personality and is a motivating factor for consumer behavior. Customers tend to prefer the brand and are loyal the brand, which is consistent with their real or ideal self.