Open AccessThe Effects of Self Congruity and Functional Congruity on Brand Attachment and Relationship Continuance Intention - Focused on the Moderation Effect of Perceived Reciprocity in Franchise Dessert Cafe -
Author(s) -
Tae-yoo Chun,
No Hyun Park
Publication year - 2015
Publication title -
yutong gyeong-yeong hakoeji
Language(s) - English
Resource type - Journals
eISSN - 2384-0145
pISSN - 2384-0137
DOI - 10.17961/jdmr.18.6.201512.79
Subject(s) - moderation , franchise , continuance , psychology , reciprocity (cultural anthropology) , social psychology , advertising , business , marketing