Astakhova, Marina; Swimberghe, Krist R.; Wooldridge, … - In: Journal of Consumer Marketing 34 (2017) 7, pp. 664-672
Purpose The aim of this study is to explore the relationships between actual (ASC) and ideal self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP). Design/methodology/approach Study 1 uses a sample collected via Amazon’s Mechanical Turk to test a baseline conceptual...
