Antecedents and consequences of self-congruity
Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-cong...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Emerald
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/4937 |