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Keywords: Similarity-attraction
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–13.
Published: 14 August 2026
...-congruent product and a low self-congruent product. The research draws on the theoretical foundations of similarity-attraction and social influence literature. Design/methodology/approach The study uses a mixed-method approach, a qualitative study to support the conceptual framework, followed by a panel...
Includes: Supplementary data
