@article{library_repository1520,
           title = {Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity},
          author = {Chai Lee  Goi and Fayrene Leh Chienga  Yew  and Mei Teh  Goi},
         journal = {Journal of Global Scholars of Marketing Science},
        keywords = {Avoidance of similar, ityself-congruity, brand attachment, brand loyalty, Generation X},
             url = {https://library.oum.edu.my/repository/1520/},
        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)}
}