haku: @author Cox, A. / yhteensä: 12
viite: 8 / 12
| Tekijä: | Hogg, M. Cox, A. Keeling, K. |
| Otsikko: | The impact of self-monitoring on image congruence and product/brand evaluation |
| Lehti: | European Journal of Marketing
2000 : VOL. 34:5/6, p. 641-666 |
| Asiasana: | IMAGE BRANDS PRODUCTION MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | The relationship between self-image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes - as the pursuit and maintenance of self-esteem and self-identity - to the public and private contexts of self-concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. |
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