Extending the personality of human being to the commercial brands is the subject that researchers have focused on the recent decades. On the other hands Self-congruity is the subject that can have major role in creating brand loyalty. The purpose of this study is to inspect the Effect of Self-congruity on brand loyalty in the mobile industry. We did this by using structural equation modeling (SEM) and PLS software. The main hypothesis of the study was to evaluate the effect of Self-congruity on brand loyalty which deals with the relationship between customer involvement as a mediator variable considered. Research data through 443 questionnaires distributed among Tehran residents between august till October 2014 were collected. Results indicated a significant and Positive relationship between Self-congruity with brand loyalty in the mobile industry. Also, the results indicated the role of the mediation for involvement variable in this relation.

Today, we are witnessing various types of foreign products that have taken the market of domestic products. In Iran, like other developing countries, it seems that consumers are more interested in foreign products, and this phenomenon can be seen even when domestic products are priced lower and have a higher quality. Therefore, the purpose of this study is studying consumer xenocentrism and consumer buying behavior with regard to Iranian products. The present study is applied research using descriptive survey tool for data collection. The statistical population consists of all consumers of cold beverages in the Iranian market. Regarding the infinite number of this population, the sample size was determined as 396 people based on Morgan table. Of them, 333 people who were randomly selected responded to the study electronic questionnaire. The data were analyzed using SPSS and one-sample t test, the Independent samples t test, Analysis of Variance (ANOVA) and simple linear regression. The results showed that the level of xenocentrism among beverage consumers in Iran is low. There is also a significant difference between the amount of xenocentrism of consumers based on age and marital status, but there is no significant difference between the level of xenocentrism of consumers and their gender, income, or education. Finally, the results showed that consumer xenocentrism had a negative and significant effect on the buying behavior of Iranian products. JEL Classification: M19، M31