The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model
Ayşegül Acar,
Naci Büyükdağ,
Burak Türten
et al.
Abstract:This study investigated the relationship between brand identity, brand lifestyle congruence, brand satisfaction, and repurchase intention. In addition, this study examined how the primary reference group’s family and peer/friend affected individuals’ perceptions of brand identity, brand-lifestyle congruence, brand satisfaction, and purchase intention through a multi-group structural equation model. A total of 610 valid and useable responses, collected from a social media channel, were analyzed. Grounded in soc… Show more
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