The congruency between self and brand
The purpose of this study was to investigate the relationships between actual self congruence, brand attachment, brand involvement, and brand loyalty. This study applied quantitative explanatory research. Purposive random sampling was used as sampling technique. A number of 200 respondents, which ha...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2019-04-01
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| Series: | Holistica |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/hjbpa-2019-0011 |