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Keywords: Self-congruity
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Journal Articles
Journal:
Management Research Review
Management Research Review (2023) 46 (12): 1852–1864.
Published: 27 June 2023
... and Guzmán, 2020). In facilitating such a notion, this study used the theory of self-congruity (TSC). Marketing researchers have used the theory to describe consumer behaviors such as brand attitude, purchase intention, brand choice, satisfaction, trust and commitment (Sirgy, 2018). In higher education...
