...-functionality and high-fit/low-functionality products. It also explores the crucial role of self-congruence in enhancing brand engagement, which leads to positive consumer responses towards brand extensions. Design/methodology/approach After establishing the theoretical foundations, pre-tests identified...

...Klaus-Peter Wiedmann; Janina Haase; Jannick Bettels; Christian Reuschenbach Purpose Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual...