How does self-congruity foster customer engagement with global brands? : Examining the roles of psychological ownership and global connectedness
Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra and Debasis Pradhan and Tapas Ranjan Moharana
| Year of publication: |
2023
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|---|---|
| Authors: | Bhattacharjee, Debashree Roy ; Kuanr, Abhisek ; Malhotra, Neeru ; Pradhan, Debasis ; Moharana, Tapas Ranjan |
| Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 40.2023, 6, p. 1480-1508
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| Subject: | Brand psychological ownership | Cross-cultural research | Customer engagement | Global brands | Global connectedness | International marketing | Self-congruity theory | Markenführung | Brand management | Internationales Marketing | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Persönlichkeitspsychologie | Personality psychology | Globalisierung | Globalization | Welt | World | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-09-2022-0206 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014470393