الجامعـــة الوطنيـــة الخاصـــة

Abstract:

The Importance Of Brand Self-Congruence In The World Of Communication Is Steadily Increasing As A Concept That Includes Several Dimensions With Important Implications In The Process Of Customer Evaluation Of The Mark And The Organization Together, Especially In Light Of The Great Similarity Between The Competing Brands, So That It Increases The Profits Of The Organization And Supports Its Competitiveness, As Well As Reduces The Need For Intense Promotion And A Barrier To Other Organizations Preventing Them From Entering The Market, And They Can Open New Markets When The Growth Of The Organization Depends On Penetrating New Markets, And Ensures The Survival And Continuity Of The Organization And Ultimately Improves The Commitment Of Its Customers. The Research Aims To Shed Light On The Concept Of Self-Congruence For A Brand, And Draws The Attention Of Organizations To The Need To Achieve Self-Congruence And Harmony For Its Mark. The Research Addresses Dimensions Of Self-Congruence and commitment. The Study Population Is Also Represented By The Customers Of The (SAMSUNG & Iphone) Brands In The City Of Damascus, And This City Can Be Considered A Representative Of The Characteristics Of The Syrian Society In General. As For The Research Sample, A Random Sample Of Buyers In The City Of Damascus Was Selected And Reached (250) Single And Distributed A Questionnaire On The Research Sample For The Purpose Of Verifying The Research Objectives, And Arriving At The Nature Of The Relationship Between The (Independent And Variable) Variables .The Research Results Indicate:1- There Is A Statistically Significant Relationship Between The Trademark Self-Match And The Brand Commitment.2- Trademark Self-Congruence Explains (19.1%) Of The Variance In Brand Commitment.3- There Are Differences In The Effect Of The Trademark Self-Match On The Commitment To The Trademark According To The Mark.4-      The Effect Of Brand Self-Match On Brand Commitment On IPHONE Was Greater Than On SAMSUNG.