Liu, Fang; Li, Jianyao; Mizerski, Dick; Soh, Huangting - In: European Journal of Marketing 46 (2012) 7/8, pp. 922-937
Purpose – This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands....