- Title
- THE ROLE OF PRODUCT PERSONALIZATION IN EFFECTS OF SELF-CONGRUITY VERSUS FUNCTIONAL CONGRUITY
- Creators
- Wenling Wang - Guilford Coll, Greensboro, NC 27410 USARajneesh Suri - Drexel UniversityShan Feng - William Paterson Univ, Wayne, NJ 07470 USA
- Contributors
- C Campbell (Editor)J J Ma (Editor)
- Publication Details
- LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING, pp.280-280
- Series
- Developments in Marketing Science
- Publisher
- Springer Nature
- Number of pages
- 1
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991019170607204721
Conference proceeding
THE ROLE OF PRODUCT PERSONALIZATION IN EFFECTS OF SELF-CONGRUITY VERSUS FUNCTIONAL CONGRUITY
LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING, pp.280-280
Developments in Marketing Science
01 Jan 2016
Abstract
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Details
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