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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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Bibliographic Details
Main Author:	Chieng, Fayrene Yew Leh
Format:	Thesis
Published:	Curtin University 2018
Online Access:	http://hdl.handle.net/20.500.11937/75056

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