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Keywords: Brand perceptions
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (3): 190–201.
Published: 27 April 2012
... and homogeneous. Grounded in self‐congruity theory, the primary purpose of this study is to understand the joint impact of Chinese consumers' self‐ and gender consciousness on their ensuing brand perceptions. This study aims to critically explore the process that underlies the aforementioned relationships...
