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

Chai Lee Goi, Fayrene Yew Leh Chieng and Mei Teh Goi

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 1, 133-153

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.

Date: 2023
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DOI: 10.1080/21639159.2022.2135012

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