Hee Kwak, Dae; Kang, Joon‐Ho - In: Management Decision 47 (2009) 1, pp. 85-99
the management and marketing literature. In particular, self‐congruity theory has been examined in various domains of … consumer behavior. However, little attention has been paid to the area of sport. In sport business, licensed‐merchandise (i …. Therefore, based on the self‐congruity theory, the aim is to investigate the effect of self‐image congruence on sport team …