DOIONLINE

DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-14363

Publish In
International Journal of Management and Applied Science (IJMAS)-IJMAS
Journal Home
Volume Issue
Issue
Volume-4,Issue-11  ( Nov, 2018 )
Paper Title
Self-Congruence, Emotional Brand Attachment, Brand Love, and Brand Advocacy: A Case of Fashion Brands
Author Name
Nayika Laophon, Anon Khamwon
Affilition
MBA Marketing Student, Lecturer in Marketing Faculty of Business Administration and Accountancy, Khon Kaen University, Thailand
Pages
12-16
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
  View Paper