Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment
Purpose: This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment. Design/methodology/approach: An online survey wi...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Emerald
2021
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| Online Access: | http://hdl.handle.net/20.500.11937/87065 |