Keywords: Consumer brand identification
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Journal Articles

Is “good” hair “bad” for young female black Africans? Consumers’ (dis)identification with natural versus synthetic hair care brands

Nobulelo Rixongile Ngobeni, Melissa Zulu, Asphat Muposhi
Journal: International Journal of Pharmaceutical and Healthcare Marketing
International Journal of Pharmaceutical and Healthcare Marketing 1–20.
https://doi.org/10.1108/IJPHM-06-2025-0102
Published: 25 December 2025
... A conceptual model shows four brand related factors linking to consumer brand identification, which links to brand loyalty and positive word of mouth. The model presents four inputs to consumer brand identification. Brand self-congruity connects to consumer brand identification. Self-expressive value connects...
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