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Keywords: Vehicles
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Journal Articles
The self‐concept and image congruence hypothesis: An empirical evaluation in the motor vehicle market
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (1998) 32 (11-12): 1110–1123.
Published: 01 December 1998
...Adam P. Heath; Don Scott Evaluates the applicability of self‐concept and product image congruity theory within the new motor vehicle market. By utilising competitive product offerings, and by employing the perceptions of actual owners, the paper provides a true market assessment...
