TY  - JOUR
ID  - library_repository1520
UR  - https://library.oum.edu.my/repository/1520/
A1  - Goi, Chai Lee 
A1  - Yew , Fayrene Leh Chienga 
A1  - Goi, Mei Teh 
TI  - Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity
N2  - 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)
AV  - none
JF  - Journal of Global Scholars of Marketing Science
KW  - Avoidance of similar
KW  -  ityself-congruity
KW  -  brand attachment
KW  -  brand loyalty
KW  -  Generation X
ER  -