The congruency between self and brand
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Abstract
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DOI: 10.2478/hjbpa-2019-0011
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References listed on IDEAS
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More about this item
Keywords
actual self-congruence; brand involvement; brand attachment; and brand loyalty;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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