The Impact of Hair Salon Brand Image on Self-Image Congruence and Brand Loyalty

This study aimed to investigate the influence of the congruence between brand image and self-image on brand loyalty within the context of hair salons. A total of 620 online surveys were distributed to hair salon customers in Seoul, Gyeonggi, and Jeju regions using Naver Form, with all 620 surveys successfully collected. The research findings revealed the following key results. Firstly, among the sub-factors of self-image congruence, both ideal self-image and actual self-image were found to significantly impact the brand image, with symbolic image, experiential image, and functional image being the order of significance. Additionally, the sub-factor of social self-image was found to significantly influence the brand image, following the order of symbolic image and experiential image. Secondly, among the sub-factors of brand loyalty, attitudinal loyalty demonstrated a significant influence in the following order: functional image, experiential image, and symbolic image of the brand image. On the other hand, behavioral loyalty showed a significant impact in the order of functional image and symbolic image of the brand image. Thirdly, both attitudinal and behavioral loyalty, as sub-factors of brand loyalty, were found to be significantly influence the sub-factors of self-image congruence, with the order of importance being ideal self-image, social self-image, and actual self-image. This study emphasizes the importance for hair salon brands to focus on enhancing their brand image and strive to align consumer self-image with the brand image. By recognizing and adapting to this congruence, hair salons can effectively increase brand loyalty.