Lee, Ju Yup; Kang, Juhee; Tang, Liang - 2011
This study employs two marketing theories: 1) the theory of image congruity and 2) the theory of brand loyalty. The … addition, this study specifically identifies positive influential paths between congruity constructs and each designated … how consumers truly become loyal. Findings from this study suggest consumers’ image congruity on either the image of a …