APAKAH SELF CONGRUENCE MEMEDIASI PENGARUH BRAND FAMILIARITY PADA BRAND ATTACHMENT?

Abstract

This study examined the effect of brand familiarity on brand attachment mediated by actual
self-congruence and ideal self-congruence. The result shows that brand familiarity is
significantly positive affects brand attachment, brand familiarity is significantly positive affects
actual self-congruence, brand familiarity is significantly positive affects ideal self-congruence,
actual self-congruence is significantly positive affects brand attachment, ideal self-congruence is
significantly positive affects brand attachment, actual self-congruence is partially mediating the
effect of brand familiarity on brand attachment, and ideal self-congruence is not mediating the
effect of brand familiarity on brand attachment. The finding shows that only actual selfcongruence is a good mediator of the effect of brand familiarity on brand attachment.