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: | , , |
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| Format: | Article |
| Subjects: | |
| Online Access: | http://library.oum.edu.my/repository/1520/ |
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