...Kian Yeik Koay; Weng Marc Lim Purpose Grounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse buying intentions under the moderating influence of wishful identification...

...Saravana Jaikumar; Arvind Sahay Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value...

...Jongeun Rhee; Kim K.P. Johnson Purpose The purpose of this paper was to assess how adolescents' favorite apparel brand was related to congruency between brand image and three components of self concept (actual, ideal, ideal social). Predictors of the brand‐self concept congruency relationships...