How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness
Debashree Roy Bhattacharjee,
Abhisek Kuanr,
Neeru Malhotra
et al.
Abstract:PurposeDrawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.Des… Show more
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