Self-concept as a significant determinant of brand choice and consumer buying behaviour
The need to predict consumer behavior outcomes is considered to be a very important issue for marketers. Today, one of the most popular psychological constructs in social sciences and marketing is the self-concept, as the total sum of ideas, thoughts and feelings through which individual can describ...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2011-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2011/0354-34711102106S.pdf |