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Keywords: Self-brand congruity
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Journal Articles
Journal of Research in Interactive Marketing 1–17.
Published: 27 January 2026
...Umut Kubat Dokumacı Purpose Despite growing interest in immersive marketing, little is known about how virtual brand experiences influence real-world consumer intentions. Specifically, research has yet to clarify how cognitive fit (schema congruity) and identity fit (self–brand congruity) interact...
