Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity
The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A to...
| Main Authors: | , , |
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| Format: | Article |
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| Online Access: | https://library.oum.edu.my/repository/1520/ |
| _version_ | 1848801708120997888 |
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| author | Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh |
| author_facet | Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh |
| author_sort | Goi, Chai Lee |
| building | OUM Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty. (Abstract by author) |
| first_indexed | 2025-11-14T21:11:45Z |
| format | Article |
| id | oai:eprints.oum.edu.my:1520 |
| institution | Open University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:11:45Z |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:eprints.oum.edu.my:15202023-01-19T01:31:55Z Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh HD28 Management. Industrial Management The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty. (Abstract by author) Article PeerReviewed Goi, Chai Lee and Yew , Fayrene Leh Chienga and Goi, Mei Teh Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity. Journal of Global Scholars of Marketing Science. https://library.oum.edu.my/repository/1520/ |
| spellingShingle | HD28 Management. Industrial Management Goi, Chai Lee Yew , Fayrene Leh Chienga Goi, Mei Teh Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
| title | Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
| title_full | Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
| title_fullStr | Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
| title_full_unstemmed | Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
| title_short | Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity |
| title_sort | avoidance of similarity and brand attachment of generation x in sportswear brand loyalty: the roles of self-congruity |
| topic | HD28 Management. Industrial Management |
| url | https://library.oum.edu.my/repository/1520/ |