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Self-congruity theory in consumer behavior : a little history
Sirgy, M. Joseph - In: Journal of global scholars of marketing science : … 28 (2018) 2, pp. 197-207
Persistent link: https://www.econbiz.de/10011891456
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Temporary love : a love-hate transition among luxury fashion consumers in a mediation of brand jealousy and moderation of value-expressiveness
Saini, Aarti; Kashif, Muhammad; Platania, Silvia Maria - In: Journal of global scholars of marketing science : … 33 (2023) 4, pp. 513-535
Persistent link: https://www.econbiz.de/10014369365
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Do all, or only some personality types engage in spreading negative WOM? : an experimental study of negative WOM, big 5 personality traits and brand personality
Swaminathan, Vanitha; Kubat Dokumaci, Umut - In: Journal of global scholars of marketing science : … 31 (2021) 3, pp. 260-272
Persistent link: https://www.econbiz.de/10012549082
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Impact of brand personality traits on customer's brand commitment : case study: NIVEA hygienic products
Alikhani, Ali; Mokhtarian, Pooria - In: Journal of global scholars of marketing science : … 31 (2021) 4, pp. 543-562
Persistent link: https://www.econbiz.de/10012622606
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Consumers' preference for brand prominence in the context of identity-based consumption for self versus for others : the role of self-construal
Zhang, Zhe; Liu, Xinyi - In: Journal of global scholars of marketing science : … 32 (2022) 4, pp. 530-553
Persistent link: https://www.econbiz.de/10013415456
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Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: the roles of self-congruity
Goi, Chai Lee; Chieng, Fayrene Yew Leh; Mei Teh Goi - In: Journal of global scholars of marketing science : … 33 (2023) 1, pp. 133-153
Persistent link: https://www.econbiz.de/10013541970