<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity"^^ . "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)"^^ . . "Journal of Global Scholars of Marketing Science"^^ . . . . . . . . . . . . . . "Fayrene Leh Chienga "^^ . "Yew "^^ . "Fayrene Leh Chienga Yew "^^ . . "Mei Teh "^^ . "Goi"^^ . "Mei Teh Goi"^^ . . "Chai Lee "^^ . "Goi"^^ . "Chai Lee Goi"^^ . . "Curtin University"^^ . . . "Open University Malaysia "^^ . . . . . . "HTML Summary of #1520 \n\nAvoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity\n\n" . "text/html" . . . "HD28 Management. Industrial Management"@en . .