The Impact of Self-Concept and its Congruence with Different Brands on Purchase Intention: Evidence from Pakistani Consumers
Current research explores the effect of self-congruity (matching one‟s self with brands) on brand attitude causing purchase intention. Mostly marketers communicate the conception that their brand matches with how ideally consumers want to see themselves. So, there is an imperious self-congruity e...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Johar Education Society
2018-06-01
|
| Series: | Pakistan Journal of Commerce and Social Sciences |
| Subjects: | |
| Online Access: | http://www.jespk.net/publications/444.pdf |