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 |
| _version_ | 1848763417863651328 |
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| author | Chieng, Fayrene Yew Leh |
| author_facet | Chieng, Fayrene Yew Leh |
| author_sort | Chieng, Fayrene Yew Leh |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:03:08Z |
| format | Thesis |
| id | curtin-20.500.11937-75056 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:03:08Z |
| publishDate | 2018 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-750562019-03-26T01:34:28Z The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment Chieng, Fayrene Yew Leh 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. 2018 Thesis http://hdl.handle.net/20.500.11937/75056 Curtin University fulltext |
| spellingShingle | Chieng, Fayrene Yew Leh The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment |
| title | The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment |
| title_full | The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment |
| title_fullStr | The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment |
| title_full_unstemmed | The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment |
| title_short | The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment |
| title_sort | tie that binds: the impact of self-congruity and brand experience on brand attachment |
| url | http://hdl.handle.net/20.500.11937/75056 |