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Beyond Brand Personality A Multidimensional Perspective of Self Congruence by Jane Mcquillan is a document available to read on EtoBox.

What is Beyond Brand Personality A Multidimensional Perspective of Self Congruence about?

The article proposes a multidimensional perspective of self-congruence in marketing, arguing that current models overly focus on brand personality while neglecting other self-concept dimensions such as beliefs, interests, and social roles. This broader approach is suggested to enhance consumer-brand connections and drive brand loyalty by aligning with various aspects of consumers

Author

Jane Mcquillan

Language

EN