Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie - In: European Journal of Marketing 51 (2017) 2, pp. 367-390
show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie … strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand …