Paper Title :Self-Congruence, Emotional Brand Attachment, Brand Love, and Brand Advocacy: A Case of Fashion Brands
Author :Nayika Laophon, Anon Khamwon
Article Citation :Nayika Laophon ,Anon Khamwon ,
(2018 ) " Self-Congruence, Emotional Brand Attachment, Brand Love, and Brand Advocacy: A Case of Fashion Brands " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 12-16,
Volume-4,Issue-11
Abstract : The study aims to investigate the interrelationship among actual-self congruence, ideal-self congruence, emotional
brand attachment, brand love, and brand advocacy of fashion brands. The data was collected by questionnaires from 400
samples in Thailand. Then data was analyzed by using Structural Equation Modeling (SEM). The SEM result revealed that
actual self and ideal self-congruence has the influence on emotional brand attachment, brand love, and brand advocacy. The
results supported five hypotheses of the study, showing 62% explains with emotional brand attachment, 75% explains with
brand love, and 78% explains with brand advocacy.
Keywords - Self-Congruence, Actual Self-Congruence, Ideal Self-Congruence, Emotional Brand Attachment, Brand Love,
Brand Advocacy, Fashion Brand
Type : Research paper
Published : Volume-4,Issue-11
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-14363
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Copyright: © Institute of Research and Journals
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Published on 2019-02-04 |
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