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Keywords: Harmonious
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (7): 664–672.
Published: 13 November 2017
...Marina Astakhova; Krist R. Swimberghe; Barbara Ross Wooldridge Purpose The aim of this study is to explore the relationships between actual (ASC) and ideal self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP). Design/methodology/approach Study 1 uses a sample collected...
