Open AccessMediating Roles of Brand Identification and Brand Attachment in the Model of the Influence of Congruence between Brand Personality and Self-Image on Brand Loyalty
Author(s) -
Seongyeonpark,
Hyun Ju Lee
Publication year - 2009
Publication title -
so'bi munhwa yeon'gu/sobi munhwa yeongu
Language(s) - English
Resource type - Journals
eISSN - 2733-8924
pISSN - 1229-0386
DOI - 10.17053/jcc.2009.12.2.002
Subject(s) - brand loyalty , congruence (geometry) , advertising , psychology , personality , business , brand extension , brand awareness , brand management , loyalty , identification (biology) , brand equity , marketing , social psychology , botany , biology