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This research explores the impact of value congruity on customer-brand identification (CBI), affective brand commitment, and customer-brand engagement (CBE) within the hospitality sector, ultimately influencing brand loyalty. Utilizing a theoretical framework supported by empirical data from 340 customers of four- and five-star hotels in India, the study finds that value congruity is a significant driver of CBI and CBE, which in turn enhances brand loyalty. The findings provide valuable insights for marketi

Author

carwynthomsons

Language

EN