The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment
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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.
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Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendencyRabbanee, Fazlul ; Roy, Rajat; Spence, Mark (2020)This paper examines a chain of relationships running from self-congruity with a brand—that can stem from the actual, ideal or social self—to brand attachment, and from there to consumer engagement on social networking ...
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