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Keywords: Actual self-concept
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Journal Articles
Exploring the role of brand–sustainability–self-congruence on consumers' evaluation of luxury brands
Asia Pacific Journal of Marketing and Logistics (2023) 35 (8): 1951–1969.
Published: 02 December 2022
... extends the self-congruity theory and explores the effect of BSSC based on two dimensions of self-concept, defined as follows: (1) actual BSSC: the image congruence between brand, BSI and actual self-concept and (2) ideal BSSC: the image congruence between brand, BSI and ideal self-concept. Following...
