Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity

• Main Authors: Goi, Chai Lee, Yew , Fayrene Leh Chienga, Goi, Mei Teh
• Format: Article
• Subjects: HD28 Management. Industrial Management
• Online Access: http://library.oum.edu.my/repository/1520/

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 to...