Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

Purpose This paper aims to examine the differences in process by which three types of self-congruity (actual, ideal and social) interact with need for uniqueness (NFU) influence brand loyalty via experience attachment. Design/methodology/approach An online survey 428 members an Australian consumer panel. The data are analyzed using structural equation modeling (SEM). Findings results show that social (SSC) has a direct effect on attachment, but actual (ASC ISC) it only indirectly through experience. Moreover, NFU strengthens positive ISC weakens SSC Research limitations/implications study uses publicly consumed brands as moderator. Future research may privately use other moderators, such regulatory focus (promotion vs prevention). Originality/value extends current attachment highlighting It also establishes mediating role moderating NFU. These new insights about underlying boundary conditions well-established relationship between