Mazodier, Marc; Merunka, Dwight - In: Journal of Business Research 67 (2014) 7, pp. 1552-1558
and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity … not relate to purchase of symbolic cobranded products. Therefore, managers should rely on self-congruity, instead of … involvement enhances the impact of self-congruity on purchase intent. …