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The Influence Of Self-Image Congruity On Perceived Value And Brand Loyalty Concerning Sportswear, Jane Andayi Opiri

LSU Master's Theses

Perceived value is important in determining brand loyalty. Although studies have shown that consumers’ perceived values change over time, understanding which values are influenced by self-image congruity is necessary, because the relationship consumers form with brands they favor will help marketers develop strategies that can motivate their brand loyalty. Therefore, this study sought to assess which perceived values consumers acquire from consumption of their favorite sportswear brand. It also examined the influence of self-image congruity on these values. The objectives of the study were to: identify the perceived value of sportswear brands of college students; investigate the effect of perceived …