Is this really me? : investigating brand personality self-congruity on consumer behavior in video-based social media
Augusto Bargoni, Chiara Giachino, Rada Gutuleac, Dalia Streimikiene
| Year of publication: |
2024
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|---|---|
| Authors: | Bargoni, Augusto ; Giachino, Chiara ; Gutuleac, Rada ; Štreimikienė, Dalia |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 41.2024, 5, p. 1115-1132
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| Subject: | brand engagement | brand personality self-congruity | emotional attachment | influencer marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Persönlichkeitspsychologie | Personality psychology | Social Web | Social web | Markenführung | Brand management | Emotion | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21969 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014530974