A Study of the Effects of Image Congruence on Customers' Brand Loyalty in Luxury Hotels

This study constructs a new model for investigating the relationship between image congruence and brand personality, challenges the existing research model in this field, and offers fresh insight into brand research. And, this study points out a multi-dimensional perspective to explore the effect of image congruence. This study aims to conduct the model to focus on constructing the brand loyalty for Aman, which possess the distinctive brand personality. At the same time, this study aims to develop a model which can be broadly apply to managers in the luxury hospitality industries.