Beyond brand personality : a multidimensional perspective of self-congruence
Year of publication: |
2022
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Authors: | Wilkie, Dean C. H. ; Hill, Sally Rao |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 38.2022, 13/14, p. 1529-1560
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Subject: | brand attachment | brand loyalty | brand personality | multidimensional conceptualisation | Self-concept | self-congruity theory | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
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