The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model
Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model. Design/methodology/approach: A total of 324 valid and useable responses collected from an Australian consumer...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/96365 |