Tuškej, Urška; Golob, Urša; Podnar, Klement - In: Journal of Business Research 66 (2013) 1, pp. 53-59
The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth. The results show that congruity of consumer and brand values tends to have positive influence on consumers' identification....
