Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for b

Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his prev

Marketers and retailers have to understand how to manage different consumer perception levels of retail brands, which have a major determining role on store loy

Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she