Leonard, Sarah; Spotswood, Fiona; Tapp, Alan - In: Journal of Social Marketing 2 (2012) 1, pp. 23-36
Purpose – The image of cyclists has been increasingly recognised as an important factor in social marketing programmes … image incongruencies between cyclists and non‐cyclists in the UK. Design/methodology/approach – The theoretical framework of … self‐image congruency was used to explore a possible “image gap” between the current image(s) of cyclists and the self …