Self-Congruence, Emotional Brand Attachment, Brand Love, and Brand Advocacy: A Case of Fashion Brands
Thestudy aims to investigate the interrelationship among actual-self congruence, ideal-self congruence, emotional brand attachment, brand love, and brand advocacy of fashion brands. The data was collected by questionnaires from 400 samples in Thailand. Then data was analyzed by using Structural Equation Modeling (SEM). The SEM result revealed that actual self and ideal self-congruence has the influence on emotional brand attachment, brand love, and brand advocacy. The results supported five hypotheses of the study, showing 62% explains with emotional brand attachment, 75% explains with brand love, and 78% explains with brand advocacy.
Keywords - Self-Congruence,Actual Self-Congruence, Ideal Self-Congruence, Emotional Brand Attachment, Brand Love, Brand Advocacy, Fashion Brand