Roy, Rajat; Rabbanee, Fazlul K. - In: European Journal of Marketing 49 (2015) 3/4, pp. 444-466
Purpose – This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how...