Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type
Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to reconsider the role of product involvement in the association...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Johar Education Society
2018-06-01
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| Series: | Pakistan Journal of Commerce and Social Sciences |
| Subjects: | |
| Online Access: | http://www.jespk.net/publications/439.pdf |