Direct and indirect effects of self-image congruence on brand loyalty

Journal of Business Research

Volumn 59, Issue 9, 2006, Pages 955-964

  Kressmann, Frank ^a   Sirgy, M Joseph ^b   Herrmann, Andreas ^c   Huber, Frank ^a   Huber, Stephanie ^a   Lee, Dong Jin ^d  

^a JOHANNES GUTENBERG UNIVERSITY   (Germany)

^b VIRGINIA POLYTECHNIC INSTITUTE AND STATE UNIVERSITY   (United States)

^c UNIVERSITY OF ST GALLEN   (Switzerland)

^d Yonsei University   (South Korea)

Author keywords

Brand loyalty; Brand personality; Functional congruity; Product involvement; Self congruity; Self image congruence

Indexed keywords

EID: 33749045417     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2006.06.001     Document Type: Article

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