Beyond brand personality. A multidimensional perspective of self-congruence-Reference-Cited by-同舟云学术

Beyond brand personality. A multidimensional perspective of self-congruence

Published:2022-03-04 Issue:13-14 Volume:38 Page:1529-1560
ISSN:0267-257X
Container-title:Journal of Marketing Management
language:en
Short-container-title:Journal of Marketing Management

Author:

Wilkie Dean C. H.¹^ORCID,Rao Hill Sally¹

Affiliation:

1. Adelaide Business School, University of Adelaide, Adelaide, SA, Australia

Publisher

Informa UK Limited

Subject

Marketing,Strategy and Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/0267257X.2022.2041069

Reference117 articles.

1. Dimensions of Brand Personality

2. The Malleable Self: The Role of Self-Expression in Persuasion

3. Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites

4. Adnews. (2019). Corona launches global campaign with surf champion Stephanie Gilmore. Retrieved February 2, from https://www.adnews.com.au/campaigns/corona-launches-global-campaign-with-surf-champion-stephanie-gilmore

5. Moderators of the self-congruity effect on consumer decision-making: A meta-analysis

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