Results 281 to 290 of about 132,858 (359)

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

Marketing Intelligence & Planning, 2023
PurposeThis paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.Design/methodology/approachA total of 324 valid and useable ...
Anwar Sadat Shimul, I. Phau
semanticscholar   +1 more source

Toward a holistic perspective of congruence research with the polynomial regression model.

Journal of Applied Psychology, 2022
The polynomial regression with response surface analysis (PRRSA) model is widely used in congruence studies, yet its application in congruence research has not achieved the desired theoretical progress in this research area.
Y. Yao, Zhenzhong Ma
semanticscholar   +1 more source

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