Goi, Chai Lee and Yew , Fayrene Leh Chienga and Goi, Mei Teh Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity. Journal of Global Scholars of Marketing Science.
Full text not available from this repository.Abstract
The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty. (Abstract by author)
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Avoidance of similar, ityself-congruity, brand attachment, brand loyalty, Generation X |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Depositing User: | Shahril Effendi Ibrahim |
| Date Deposited: | 19 Jan 2023 01:31 |
| Last Modified: | 19 Jan 2023 01:31 |
| URI: | http://library.oum.edu.my/repository/id/eprint/1520 |
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