This empirical article explores the effects of image congruence on customers’ postpurchasing behaviors, focusing specifically on customer satisfaction and brand loyalty in the lodging industry. Key findings indicate that social and ideal social image congruence has significant direct effects on customer satisfaction and indirect effects on attitudinal brand loyalty. The proposed model is tested following a systematic approach to mediation analysis as part of a structural equation modeling. Furthermore, the article discusses the theoretical and managerial implications of the findings as well as future research ideas.
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