Fayrene Chieng, Piyush Sharma, Russel PJ Kingshott, Rajat Roy
2022/1/31
Journal of Product & Brand Management
31
6
ページ
870-885
Emerald Publishing Limited
Purpose
This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.
Scholar の論文
F Chieng, P Sharma, RPJ Kingshott, R Roy - Journal of Product & Brand Management, 2022