The three-component dimension-based model of self-brand user image congruence

The existing models and methods of self-brand user image congruence measurement have taken into account desirable characteristics but mostly ignored undesirable changes in the self-image. Addressing this gap, a three-component model of self-brand user image congruence was developed based on self-regulation theory and three cardinal self-evaluation motives. The model enabled a dimension-based measurement not only of a perceived confirmatory value...