THE IMPACT OF THE CONGRUENCE BETWEEN BRAND PERSONALITY AND SELF-IMAGE ON CONSUMERS’ BEHAVIORAL RESPONSES: CONCEPTUAL FRAMEWORK
Year of publication: |
2018-08-28
|
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Authors: | SAHOUR, SID AHMED ; DRAGOMIR, ANCA CRISTINA |
Publisher: |
Association of Educational and Cultural Cooperation Suceava from Stefan cel Mare Universit |
Subject: | brand personality | brand loyalty | congruence | satisfaction | self-concept |
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