The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment
MetadataShow full item record
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.
Showing items related by title, author, creator and subject.
Roy, Rajat; Rabbanee, Fazlul (2015)Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and ...
Lau, K.; Phau, Ian (2010)This article examines the impact of gender on perceptual fit evaluation of prestige brands. Using an experimental approach, this study demonstrates that elaboration effects derived from schema congruity and self-congruity ...
Shimul, Anwar (2015)This paper aims to conceptualize luxury brand attachment and develop a scale for measuring the intensity of the attachment. A research model has been proposed with an agenda of nine hypotheses to investigate the antecedents ...