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Self-congruence theory : towards a greater understanding on the global and malleable selves in a sports specific consumption context
Plewa, Carolin; Palmer, Karen - In: International journal of sports marketing & sponsorship 15 (2014) 4, pp. 230-252
Persistent link: https://www.econbiz.de/10010410853
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Gender identity and brand incongruence : when in doubt, pursue masculinity
Neale, Larry; Robbie, Renee; Martin, Brett - In: Journal of strategic marketing 24 (2016) 5, pp. 347-359
Persistent link: https://www.econbiz.de/10011637329
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Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation
Zhu, Xiajing; Teng, Lefa; Foti, Lianne; Yuan, Yige - In: Journal of business research : JBR 103 (2019), pp. 301-309
Persistent link: https://www.econbiz.de/10012104243
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Customer relationship building : the role of brand attractiveness and consumer-brand identification
Elbedweihy, Alaa M.; Jayawardhena, Chanaka; … - In: Journal of business research : JBR 69 (2016) 8, pp. 2901-2910
Persistent link: https://www.econbiz.de/10011507804
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Oppositional brand loyalty in online brand communities : perspectives on social identity theory and consumer-brand relationship
Kuo, Ying-Feng; Hou, Jian-Ren - In: Journal of electronic commerce research : JECR 18 (2017) 3, pp. 254-268
Persistent link: https://www.econbiz.de/10011746768
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Exploring the chain of effects between local identity and expatriate consumers' preference for local food brands
Miocevic, Dario; Brecic, Ruzica; Zdravkovic, Srdan - In: The journal of product & brand management 31 (2022) 5, pp. 718-730
Persistent link: https://www.econbiz.de/10013407497
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An integrative model for online community citizenship behavior of luxury fashion brands on Instagram
Hsu, Li-Chun - In: Journal of fashion marketing and management 28 (2024) 2, pp. 357-378
Persistent link: https://www.econbiz.de/10014495536
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Sympathy or shock : how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands
Matthews, A. Lynn; Luebke, Sarah S. F. - In: The journal of product & brand management 32 (2023) 8, pp. 1399-1411
Persistent link: https://www.econbiz.de/10014485579
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Impact of brand personality, perceived quality and perceived value on brand love : moderating role of emotional stability
Junaid, Muhammad; Hussain, Khalid - In: Middle East journal of management : MEJM 3 (2016) 4, pp. 278-293
Persistent link: https://www.econbiz.de/10011636927
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Relatonship bwtween personality, perceived value and behavioral intention of selected electronic brand customers in Kenya
Kibos, Kiprop Eric; Odunga, Mukoswi Robert; Langat, … - In: Inventi impact: retailing & consumer services (2020) 2, pp. 79-88
Persistent link: https://www.econbiz.de/10012321179