The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment
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- congrui...
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| Format: | Thesis |
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Curtin University
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/75056 |
| Summary: | 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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