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Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

Purpose - On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer r...

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Principais autores: Raouf Ahmad Rather, Shehnaz Tehseen, Shakir Hussain Parrey
Formato: Artigo
Idioma:Inglês
Publicado em: Emerald Publishing 2018-12-01
Colecção:Spanish Journal of Marketing-ESIC
Assuntos:
Brand loyalty
Customer brand engagement
Affective brand commitment
Customer brand identification
Hospitality brands
Value congruity
Acesso em linha:https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-06-2018-0030
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