- Title
- THE ROLE OF SELF-CONCEPT BRAND IMAGE CONGRUITY IN CONSUMERS' ATTITUDINAL FORMATION AND ATTITUDINAL BRAND LOYALTY: A VIEW FROM UTILITARIAN AND HEDONIC PRODUCT BRANDS
- Creators
- Joseph F. Rocereto - Monmouth Univ, West Long Branch, NJ USAHyokjin Kwak - Drexel UniversityMarina Puzakova - Drexel Univ, Philadelphia, PA USA
- Contributors
- L Robinson (Editor)
- Publication Details
- PROCEEDINGS OF THE 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE, pp.141-141
- Conference
- 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE
- Publisher
- Springer Nature
- Number of pages
- 1
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Epidemiology and Biostatistics; Marketing
- Identifiers
- 991019170336704721
Conference proceeding
THE ROLE OF SELF-CONCEPT BRAND IMAGE CONGRUITY IN CONSUMERS' ATTITUDINAL FORMATION AND ATTITUDINAL BRAND LOYALTY: A VIEW FROM UTILITARIAN AND HEDONIC PRODUCT BRANDS
PROCEEDINGS OF THE 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE, pp.141-141
01 Jan 2015
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business
- Management