Exploring the Antecedents and Brand Avoidance as the Outcome, of Identity Incongruity
One of the leading causes of brand avoidance relates to the incongruence between consumers’ self-image and brands’ images. While previous researchers made recommendations concerning the antecedents of identity incongruity, their recommendations were based on either speculation or on individual meas...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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EconJournals
2022-07-01
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| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/13179 |