Search Results - subject:"self-congruence theory"

Human values as added value(s) in consumer brand congruence : a comparison with traits and functional requirements

Voorn, R. J. J.; Veen, Gerrita van der; Rompay, Thomas … - In: The journal of brand management : an international journal 28 (2021) 1, pp. 48-59

Persistent link: https://www.econbiz.de/10012433572

Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation

Zhu, Xiajing; Teng, Lefa; Foti, Lianne; Yuan, Yige - In: Journal of business research : JBR 103 (2019), pp. 301-309

Persistent link: https://www.econbiz.de/10012104243

Assessing perceived value : moderating effects of susceptibility to brand prestige and susceptibility to normative influence

Joe, Sheng-Wuu; Tsai, Yuan Hui; Lin, Chieh-Peng; Ma, … - In: Review of managerial science 11 (2017) 3, pp. 717-735

Persistent link: https://www.econbiz.de/10011707790

Gender identity and brand incongruence : when in doubt, pursue masculinity

Neale, Larry; Robbie, Renee; Martin, Brett - In: Journal of strategic marketing 24 (2016) 5, pp. 347-359

Persistent link: https://www.econbiz.de/10011637329

Self-congruence theory : towards a greater understanding on the global and malleable selves in a sports specific consumption context

Plewa, Carolin; Palmer, Karen - In: International journal of sports marketing & sponsorship 15 (2014) 4, pp. 230-252

Persistent link: https://www.econbiz.de/10010410853

Self-congruence theory: towards a greater understanding of the global and malleable selves in a sports specific consumption context

Plewa, Carolin; Palmer, Karen - In: International Journal of Sports Marketing and Sponsorship 15 (2014) 4, pp. 26-39

This paper proposes - through the integration of self-congruence, brand personality, sponsorship and sports spectator behaviour literatures - a conceptual framework to extend our current understanding of self-congruence in specific consumption situations. Initial empirical results support the...

Persistent link: https://www.econbiz.de/10014811835