title: Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity
creator: Goi, Chai Lee 
creator: Yew , Fayrene Leh Chienga 
creator: Goi, Mei Teh 
subject: HD28 Management. Industrial Management
description: 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)
type: Article
type: PeerReviewed
identifier:   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.       
relation: https://library.oum.edu.my/repository/1520/