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Keywords: Self-concept
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Journal Articles
Facilitation of “strong” branded application outcomes – the self-concept perspective
Available to Purchase
Journal of Product & Brand Management (2021) 30 (7): 976–989.
Published: 31 August 2020
...-concept perspective that can drive strong indicators of branded app marketing outcomes. Two strategies through which practitioners can facilitate these indicators and create a competitive advantage for their companies are proposed. Self-concept Brand evangelism Consumer empowerment Self-congruity...
