Enhancing online brand experiences: An application of congruity theory

By S. Lee, Miyoung Jeong. 2014

193 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/65a29c23b9eddd9e5bd1a9b90b3d7ba9cd48cd88

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. R. Rather
2. Mark Anthony Camilleri

In Organizational Behavior and Human Resource Management

1. R. Rather
2. Mark Anthony Camilleri

In Sociology and Political Science

1. R. Rather
2. Mark Anthony Camilleri

Citations in the corpus

• The effects of service quality and consumer-brand value congruity on hospitality brand loyalty (2019, background): “Therefore, the congruity (i.e. when there is a perceived fit) between the customers’ and the brands’ values can lead to favorable psychological outcomes (e.g. trust, satisfaction and positive behavioral intentions, etc.) (Lee & Jeong, 2014; Zhang & Bloemer, 2008).”