Han, Sung Ho; Nguyen, Bang; Simkin, Lyndon - In: European Journal of Marketing 50 (2016) 7/8, pp. 1348-1376
, categorized according to the consumers’ needs. The conceptual framework consists of the six constructs: collectivism/individualism …, it is found that self-congruence does not mediate the relationship between brand reputation, collectivism/individualism …, brand reputation mediates between collectivism/individualism and self-congruence, brand identification, brand affect and …