Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation
Abstract
Purpose This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal self-image congruity are two distinct constructs. As shown in the conceptual model, actual and ideal self-image congruity toward a brand have direct and indirect positive effects on brand preference through self-brand connection, whereas self-motivation...
Paper Details
Title
Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation
Published Date
Nov 17, 2021
Volume
31
Issue
5
Pages
798 - 807
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