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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...

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Bibliographic Details
Main Authors:	Goi, Chai Lee, Yew , Fayrene Leh Chienga, Goi, Mei Teh
Format:	Article
Subjects:	HD28 Management. Industrial Management
Online Access:	https://library.oum.edu.my/repository/1520/

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