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

James G Helgeson and Magne Supphellen

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today