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...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2022-06-01
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| Series: | Central European Management Journal |
| Subjects: | |
| Online Access: | https://doi.org/10.7206/cemj.2658-0845.76 |