Abstract This study, involving a sample of 745 observations and 21 well-known local and international brands operating in the Kingdom of Saudi Arabia (KSA), shows that when people feel high actual-self, ideal-self, actual-social, and ideal-social congruity with brand image, brand perceived quality is enhanced. This relationship is reinforced when people live strong intellectual and imaginative experiences, a facet of what is called brand experience. This study presents self-image congruity and brand experience as relatively new marketing tools for building stronger long-term relationships with consumers. Perceived quality is also assessed as a psychological and intellectual-oriented concept.

中文翻译：

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自我形象的一致性影响感知质量和品牌体验的适度：以沙特阿拉伯王国的本地和国际品牌为例

摘要这项研究以745个观察结果为样本，并在沙特阿拉伯（KSA）经营着21个著名的本地和国际品牌，该研究表明，当人们感到高度的实际自我，理想自我，现实社会和理想时， -与品牌形象的社会一致性，提高品牌感知质量。当人们拥有丰富的智力和想象力体验时，这种关系就会得到加强，这就是所谓的品牌体验的一个方面。这项研究将自我形象的一致性和品牌体验作为相对较新的营销工具，用于与消费者建立更牢固的长期关系。感知质量也被评估为心理和智力导向的概念。