Customers' self-image congruity and brand preference : a moderated mediation model of self-brand connection and self-motivation
Yaoqi Li, Chun Zhang, Lori Shelby and Tzung-Cheng Huan
| Year of publication: |
2022
|
|---|---|
| Authors: | Li, Yaoqi ; Zhang, Chun ; Shelby, Lori ; Huan, Tzung-cheng |
| Subject: | Actual self-image congruity | Brand preference | Ideal self-image congruity | Self-brand connection | Self-motivation | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Persönlichkeitspsychologie | Personality psychology | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2020-2998 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013407535