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Keywords: Congruency
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2022) 23 (1): 72–89.
Published: 05 July 2021
... 10 03 2021 13 04 2021 22 04 2021 17 05 2021 22 05 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Sensory marketing Multisensory interaction Weight Colour Price Congruency According to the British Coffee...
Journal Articles
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...
