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Keywords: Self-congruence
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Journal Articles
Journal:
European Business Review
European Business Review (2022) 34 (6): 876–896.
Published: 18 July 2022
... customer citizenship intentions. Research limitations/implications Although customers may be interested in brands’ functional and symbolic benefits, positive attitudes about the service experienced motivate low self-monitors, while a symbolic-driven factor like self-congruence is more successful...
