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Keywords: Apparel brand
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Journal Articles
Investigating relationships between adolescents' liking for an apparel brand and brand self congruency
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Young Consumers: Insight and Ideas for Responsible Marketers (2012) 13 (1): 74–85.
Published: 09 March 2012
...Jongeun Rhee; Kim K.P. Johnson Purpose The purpose of this paper is to examine how adolescents' self‐concept and brand image congruency are related to their level of liking for an apparel brand. It also aims to examine whether this relationship varies depending on adolescents' gender and identity...
