A conceptual and measurement comparison of self-congruity and brand personality

The symbolic effect of brands has often been studied via two constructs: selfcongruity and brand personality.
  

A Conceptual And Measurement Comparison Of Self-Congruity And Brand Personality

The impact of socially desirable responding

James G. Helgeson Gonzaga UniversityMagne Supphellen Norwegian School of Economics and Business Administration

Introduction...