Self-congruence is not everything for a brand : initial evidence supporting the relevance of identity cultivation in a college student role-identity context
Year of publication: |
October 2017
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Authors: | Ewing, Douglas R. ; Allen, Chris T. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 5, p. 405-422
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Subject: | role-idendity | identity cultivation | symbolic self-completion | branding meaning | brand resonance | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology | Studierende | Students | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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