creators_name: Goi, Chai Lee 
creators_name: Yew , Fayrene Leh Chienga 
creators_name: Goi, Mei Teh 
type: article
datestamp: 2023-01-19 01:31:55
lastmod: 2023-01-19 01:31:55
metadata_visibility: show
corp_creators: Curtin University
corp_creators: Open University Malaysia 
title: Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity
ispublished: pub
subjects: HD28
full_text_status: none
keywords: Avoidance of similar, ityself-congruity, brand attachment, brand loyalty, Generation X
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)
publication: Journal of Global Scholars of Marketing Science
refereed: TRUE
citation:   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.