Self-esteem contributes to the mental, emotional, physical, and also with social relations of a person, as an imbalance can cause various symptoms that can affect the interpersonal interaction of the individual. This imbalance can be characterized by symptoms such as an inferiority complex, feelings of inadequacy, fear, sadness, apathy, despondency, and anguish, that when self-esteem is low. When an individual has a good level of self-esteem, the sum of values, beliefs, and a positive result, the individual is accepted and has a good perception of themselves, which automatically reflects on their self-image. Thus, in reference to consumer purchasing behavior, it is closely attached to their self-esteem.


The self-image is the vision that one has of himself before others, reflects “the imaginary”, as the appearance can match or not with the self-esteem, with the reality of the observed person.

It’s what a person thinks to be when he compares his reflection with the return of feelings, thoughts, and actions in their interpersonal relationships, and there is the belief that people with good looks are more accepted by society. Self-esteem and self-image are closely linked, as well as self-esteem influences self-image, self-image also directly influences the individual’s self-esteem.


Self-congruity results in brand loyalty as potential support for a specific brand is enhanced by the consumer (Furthermore, Reynolds, Chebat, and Sirgy, 2006). Kressmann et al. (2006) encountered that the factor of brand loyalty is closely dependent on self-congruity, analyzing the example of car buyers who wanted to remain loyal to their favorite brand.

Therefore, Kressmann et al. (2006) suggested that consumers of automobile brands tend to show loyalty toward their previously owned brands. This is because, it makes consumers satisfied as they maintain their self-esteem and self-congruity needs, ultimately resulting in brand loyalty.

This is similar to the other examples of fashion brands, toys, etc.; where consumers are likely to purchase the same brand they previously owned. Wittek, Snijders, Nee (2013 p.93) links this purchasing behavior of the employees with their way of satisfying their own self-image and defending their self-image.

Wittek, Snijders, Nee (2013) expressed the perception that one has of itself and its reflection in comparison to the return of feelings thoughts, or actions in their interpersonal relationships.

Chebat et al., (2006) mentioned that when it comes to self-image, refers to the reflection of each sees when positioning it’s front “Interior mirror” and the feelings and thoughts generated by this viewing. View this that involves attitudes that experiencing as belonging to the body, skills, and issuance of physical power.

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