The role of actual, ideal, and ought self-congruence in the consumption of hedonic versus utilitarian brands

6533b829fe1ef96bd12896e7

RESEARCH PRODUCT

The role of actual, ideal, and ought self-congruence in the consumption of hedonic versus utilitarian brands

subject

Marketing Congruence (geometry)0502 economics and business 05 social sciences 050211 marketing Psychology Social psychology 050203 business & management Applied Psychology Brand loyalty

year	journal	country	edition	language
2017-12-13	Psychology & Marketing

https://doi.org/10.1002/mar.21070

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