Browsing College of Business, Public Policy and Law by Subject "Self-congruence"
Now showing items 1-2 of 2
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Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes
(Emerald, 2017)Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test ... -
Facebook and luxury fashion brands: self-congruent posts and purchase intentions
(Emerald, 2020-04-07)This study explores consumers self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and ...