Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty
نویسندگان
چکیده
منابع مشابه
Effect of self-congruity with sponsorship on brand loyalty ¬リニ
The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: ...
متن کاملSelf-Brand Congruity and Brand Communication
Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...
متن کاملNew Strategic View on Brand: The Effect of Congruity, Reliability and Attachment on Customer Loyalty
By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...
متن کاملThe effects of service brand dimensions on brand loyalty
The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. T...
متن کاملthe effects of cooperative language learning on reading achievement,academic self-esteem and feeling of school alienation of iranian young learners
اغلب تحقیقات انجام شده در حوزه ی " یادگیری مشارکتی " نشان ازتاثیرات مثبت آن بر موفقیت تحصیلی ، افزایش دانش و توانش زبانی، انگیزه ، تعاملات میان دانش آموزان(مهارتهای گروهی و پذیرش افراد با سطح درسی ضعیفتردر گروه)، و هم چنین علاقه به محیط آموزشی دارد .البته لازم به ذکر است که تحقیقاتی هم حاکی از عدم تاثیر این نوع یادگیری وجود دارد. بر اساس این پیشینه ، پژوهش حاضر به بررسی تاثیر "مدل یادگیری با هم...
15 صفحه اولذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Theoretical Economics Letters
سال: 2017
ISSN: 2162-2078,2162-2086
DOI: 10.4236/tel.2017.76126