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Keywords: Personality congruence
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2015) 19 (4): 467–484.
Published: 14 September 2015
...Fariba Esmaeilpour Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers...
