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Keywords: Image congruence
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2022) 26 (1): 159–178.
Published: 31 March 2021
...Jae Youn Chang; Wi-Suk Kwon Purpose This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence...
