Bosnjak, Michael; Rudolph, Nina - In: European Journal of Marketing 42 (2008) 5/6, pp. 702-712
Purpose – The paper seeks to investigate the incremental value of a construct termed “undesired self‐image congruence”, and capture consumers' perceived closeness to negatively valenced brand‐related attributes over and above established self‐image congruence factors known to affect...
