Tüketici davranışları yazınında, tüketicilerin marka imajı ve benlik imajı algılamaları arasındaki uyumu ifade eden, “benlik imajı uyumu ” çalışmalarının, kavramın satın alma öncesi etkileri üzerinde yoğunlaştığı görülmektedir. Bu çalışmanın amacı benlik imajı uyumunun tüketici tatmini ve marka sadakati ile doğrudan ve dolaylı ilişkilerini ortaya koyarak satın alma sonrası etkilerini belirlemektir. Araştırmada benlik imajı uyumu ve marka sadakati ilişkisinde tüketici tatmininin aracılık ilişkisini öngören bir model sunulmuştur. Önerilen modelin test edilmesi amacıyla, Ankara’daki üniversitelerin işletme Yüksek Lisans programlarında okuyan 320 cep telefonu kullanıcısı ile bir araştırma gerçekleştirilmiştir. ilişkisel desene sahip araştırmada, anket tekniği ile veri toplanmıştır. Araştırma bulgularına göre; benlik imajı uyumunun, tüketici tatminini doğrudan etkileyen bir değişken olduğu ortaya konmuştur. Benlik imajı uyumunun marka sadakati üzerinde ise dolaylı bir etkisinin olduğu görülmektedir. Benlik imajı uyumunun, marka sadakatini tüketici tatmini aracılığı ile etkilediği, diğer bir ifade ile tüketici tatminine yol açarak marka sadakati yaratılmasına neden olduğu belirlenmiştir.

Self-concept defined as “the totality of the individual’s thoughts and feelings with reference to the self as an object (Rosenberg,1989:34) plays an important role on individuals behavior. Self-concept as an intersting research topic has generated considerable attention in consumer behavior literature. Studies related with selfconcept, “self-congruity” which refers to the match between consumers' selfconcept and the image of a given product is one of the most interesting research areas. “Self-congruity theory” is based on the assumption that consumers prefer products that have similar images with their self-image. The theory discussing the purpose and motives of consumption with relation to self- concept in detail is conceptualized on the bases of discussion started in 1960s about the relationship between consumption and self-concept. In this context the motives guiding the consumer behavior are the need for self-esteem and self-consistency (Sirgy 1982; Sirgy and etc., 1991). Much of the research in self-congruity in consumer behavior literature has predicted the impact of the concept on pre-consumption behavior of consumers like product preference, brand choice and purchase intention. Self- congruity effect on post-consumption behavior like consumer satisfaction and brand loyalty has generated little attention. These little researches focusing on post consumption behavior have predicted that self-congruity has a positive direct effect on consumer satisfaction and brand loyalty. However these studies are mostly not related with consumer goods and haven’t focused on indirect effects of self congruity on consumer satisfaction and brand loyalty. The purpose of this study is to investigate the direct and indirect effects of selfcongruity on post consumption behavior focusing on consumer satisfaction and brand loyalty. A research model is proposed to determine the direct effect of self congruity on consumer satisfaction and brand loyalty and the mediating role of consumer satisfaction in the relationship between self-congruity and brand loyalty. In order to test the proposed model, a study is conducted with 320 cellular phone users whose are Master of Business Administration students at the universities located in Ankara. In this study with relational research design, the data is gathered by a structured questionnaire. In the study cellular phones are chosen as previous research had stated that cellular phones have a symbolic meaning as they are used by the consumers for identity formation and establishing social ties (Taylor and Harper, 2001; Ling, 2000; Campbell and Russo, 2003; Pedersen and Nysveen, 2003; Bell, 2006; Taylor and Harper, 2003). The results of the study have been discussed on two topics as the direct relations between the concepts and the indirect effect of self congruity on brand loyalty. According to the results of the research, it is determined that self-congruity has a positive significant direct effect on consumer satisfaction which means that an increase on self- congruity also increases the consumer satisfaction. And also, there is as significant positive relationship between self-congruity and brand loyalty. The second proposed relationship in the model was the mediating role of consumer satisfaction in the relationship between self-congruity on brand loyalty or in other words the indirect effect self-congruity on brand loyalty. It is determined that, self-congruity effects brand loyalty through consumer satisfaction. Thus, consumer satisfaction mediates the impact of self-congruity on brand loyalty. But partially mediating role of consumer satisfaction emphasizes that there should be other mediating variables between these two concepts. Further studies should investigate other possible variables that mediate this relationship in order to understand the antecedents of brand loyalty. The study findings indicating that brand images has a significant role on consumer satisfaction and brand loyalty put forth the importance of tailoring the brand images to the actual or ideal self-concept of target consumers.