Sandhu, Moeed Ahmad; Usman, Muhammad; Ahmad, Zubair; … - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 12 (2018) 2, pp. 695-709
Current research explores the effect of self-congruity (matching one.s self with brands) on brand attitude causing … themselves. So, there is an imperious self-congruity effect applied to most brands universally. This research validates the … previous theories of self-congruity in Pakistani context by confirming the positive consequence of self-congruity on brand …