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Keywords: Self image
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Journal Articles
Journal of Product & Brand Management (2016) 25 (2): 134–147.
Published: 18 April 2016
...Richard L. Flight; Kesha K. Coker Purpose The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence are used as the foundation to explain how complex brand constellations...
