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 to...
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my.oum.15202023-01-19T01:31:55Z Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh HD28 Management. Industrial Management 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) Article PeerReviewed 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. http://library.oum.edu.my/repository/1520/ |
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HD28 Management. Industrial Management Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
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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) |
format |
Article |
author |
Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh |
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Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh |
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Goi, Chai Lee |
title |
Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
title_short |
Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
title_full |
Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
title_fullStr |
Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
title_full_unstemmed |
Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
title_sort |
avoidance of similarity and brand attachment of generation x in sportswear brand loyalty: the roles of self-congruity |
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http://library.oum.edu.my/repository/1520/ |
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