This research integrates the congruity and the social identity theories to better understand the consumer-brand … relationships. A structural equation modelling approach was used to explore the drivers of brand loyalty in the context of upscale … personal values. The consumer-brand value congruity and the hospitality businesses' delivery of high service quality were found …

service quality and brand name) and customer loyalty. Hofstede's individualism-collectivism dimension is used for illustration … and brand name, i.e., it has a direct effect on how people perceive these things. Moreover, culture could also moderate … the relationships between service quality, brand name and loyalty, i.e., it influences the strength of the relationship …