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| Author: | Helgeson, J. G. Supphellen, M. |
| Title: | A conceptual and measurement comparison of self-congruity and brand personality : the impact of socially desirable responding |
| Journal: | International Journal of Market Research
2004 : VOL. 46:2, p. 205-233 |
| Index terms: | BRANDS MARKETING THEORY |
| Language: | eng |
| Abstract: | This article concerns the symbolic effects of brands. Especially is examined the comparisons of self-congruity and brand personality. Implications for measurement of symbolic brand effects and marketing theory are also discussed. |
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