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Keywords: Self-image congruence
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (3): 463–482.
Published: 02 December 2025
... attributes affect consumers' intention to purchase the products associated with CaRM campaigns in the fashion industry. It further verifies whether or not consumers' self-image congruence with the brand influences their propensity to buy CaRM products. Design/methodology/approach A quantitative research...
