Ataman, Berk; Ülengin, Burç - In: Journal of Product & Brand Management 12 (2003) 4, pp. 237-250
The purpose of this paper is to investigate the relationship between the sales volume of a firm and its brand image. Consumers’ self‐perception and perception of brand image, with respect to congruency models, have a strong influence on their behavior in the marketplace. Therefore it is...