Work

The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment

Year: 2018

Type: dissertation

Abstract: This study extends brand attachment literature by investigating the effects of self-congruity types on brand attachment and bridging a gap concerning the mediating effect of brand experience on self-congruity-brand attachment linkage. The results indicate a direct effect between social self- congruity and brand attachment and a full mediation effect of brand experience on actual and ideal self-congruity and brand attachment. Also, the implications of this relationship differ by consumers’ need for uniqueness and self-regulatory focus.

Source: eSpace (Curtin University)

Author: Fayrene Chieng

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2945025274

Cites: 268

Cited by: 1

Related to: 10