Theoretical Economics Letters

Vol.7 No.6(2017), Paper ID 79991, 17 pages

DOI:10.4236/tel.2017.76126

 

Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty

 

Jane Brannen, Cynthia M. Frisby

 

Young & Laramore, Indianapolis, IN, USA
Department of Strategic Communication, University of Missouri, Columbia, MI, USA

 

Copyright © 2017 Jane Brannen, Cynthia M. Frisby et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

 

How to Cite this Article

Brannen, J. and Frisby, C. (2017) Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty. Theoretical Economics Letters, 7, 1848-1864. doi: 10.4236/tel.2017.76126.
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