Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency
The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with th...
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| Format: | Others |
| Language: | English |
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North Texas State University
1987
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc330931/ |