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Keywords: Self-congruity
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Journal Articles
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2026) 20 (4): 958–980.
Published: 31 March 2026
...-congruity theory, the present study examines the mediation effects of luxury brand self-congruity ( LBSC ) and universalism on the relationship between Brand Prominence and Purchase Intention. Further, the study explores the moderating effect of Green Trust. Design/methodology/approach For this end...
