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Keywords: Self-congruity
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing 1–20.
Published: 25 December 2025
... Brand-self congruity and self-expressive value were found to have a positive impact on young black female consumers’ identification with SheaMoisture, a natural hair care brand. Conversely, brand distinctiveness and self-expressive value emerged as positive antecedents of consumers’ identification...
