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Effect of self-congruity with sponsorship on brand loyalty

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  • Sirgy, M. Joseph
  • Lee, Dong-Jin
  • Johar, J.S.
  • Tidwell, John

Abstract

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Suggested Citation

  • Sirgy, M. Joseph & Lee, Dong-Jin & Johar, J.S. & Tidwell, John, 2008. "Effect of self-congruity with sponsorship on brand loyalty," Journal of Business Research, Elsevier, vol. 61(10), pages 1091-1097, October.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:10:p:1091-1097
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    References listed on IDEAS

    as
    1. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    2. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
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