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Keywords: Self-brand congruency
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (1): 98–116.
Published: 27 January 2023
...Subarna Nandy; Neena Sondhi; Himanshu Joshi Purpose This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty...
