Staff View: Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity

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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Main Authors:	Goi, Chai Lee, Yew , Fayrene Leh Chienga, Goi, Mei Teh
Format:	Article
Subjects:	HD28 Management. Industrial Management
Online Access:	http://library.oum.edu.my/repository/1520/
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id	my.oum.1520
record_format	eprints
spelling	my.oum.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. http://library.oum.edu.my/repository/1520/
institution	Open University Malaysia
building	OUM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Open University Malaysia
content_source	OUM Knowledge Repository
url_provider	http://library.oum.edu.my/repository/
topic	HD28 Management. Industrial Management
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
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)
format	Article
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
title	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_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_sort	avoidance of similarity and brand attachment of generation x in sportswear brand loyalty: the roles of self-congruity
url	http://library.oum.edu.my/repository/1520/
_version_	1755875650061729792
score	13.211869

Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity

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