Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Purpose: Using congruity theory, triangular theory of love, gender schema theory, and generational cohort theory, this study aimed to examine the relationships between congruity types and consumers’ service brand passion, along with the moderation effect of gender (i.e. male vs. female customers) an...

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Bibliographic Details
Main Authors: Gilal Faheem Gul, Memon Amjad Ali, Gilal Naeem Gul, Gilal Rukhsana Gul, Memon Ahsan Ali
Format: Article
Language:English
Published: Emerald Publishing 2022-06-01
Series:Central European Management Journal
Subjects:
service brand passion
actual self-congruity
ideal self-congruity
user image congruity
image use congruity
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Online Access:https://doi.org/10.7206/cemj.2658-0845.76

Internet

https://doi.org/10.7206/cemj.2658-0845.76

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