Brand-Situation Congruity: The Roles of Self-Construal and Brand Commitment
Author:
Affiliation:
1. Southern Methodist University
2. Korea University
3. University of Georgia
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
http://onlinelibrary.wiley.com/wol1/doi/10.1002/mar.20576/fullpdf
Reference51 articles.
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5. How far can a brand stretch? Understanding the role of self-construal;Ahluwalia;Journal of Marketing Research,2008
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