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Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity

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  • Chai Lee Goi
  • Fayrene Yew Leh Chieng
  • Mei Teh Goi

Abstract

The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty.

Suggested Citation

  • Chai Lee Goi & Fayrene Yew Leh Chieng & Mei Teh Goi, 2023. "Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 33(1), pages 133-153, January.
    • Handle: RePEc:taf:jgsmks:v:33:y:2023:i:1:p:133-153
    DOI: 10.1080/21639159.2022.2135012
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