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Keywords: Ideal 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
... psychology. Design/methodology/approach The data from 409 respondents in Japan are assessed to discuss the relationships among BSSC based on actual/ideal self-concept (actual/ideal BSSC), brand trust, brand affect and purchase intention according to hypothetical BSI settings. Findings The results...
