Antecedents and consequences of self-congruity

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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...

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Bibliographic Details
Main Authors:	Roy, Rajat, Rabbanee, Fazlul
Format:	Journal Article
Published:	Emerald 2015
Subjects:	Status consumption Need for uniqueness Structural equation modelling Social desirability Branding Self-congruity
Online Access:	http://hdl.handle.net/20.500.11937/4937

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