'You're not perfect, but you're still my favourite.': Brand affective congruence as a new determinant of self-brand congruence

Floortje Wijnands*, Tripat Gill

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Original languageEnglish
Number of pages28
JournalJournal of Marketing Management
DOIs
Publication statusE-pub ahead of print - 12 Jun 2020

Keywords

  • Branding
  • self-brand congruence
  • affective meaning
  • actual self
  • ideal self
  • IMAGE CONGRUENCE
  • HUMAN-VALUES
  • IDEAL
  • PERSONALITY
  • ATTACHMENT
  • CONGRUITY
  • TRUST
  • CONNECTIONS
  • CONSUMPTION
  • DIMENSIONS

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