Cognitive antecedents and affective consequences of customers’ self-concept in brand management
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DOI: 10.1108/ijchm-09-2018-0712
Abstract: Purpose This study aims to analyze the antecedents and consequences of customers’ actual and ideal self-congruence in the tourism and hospitality context. This research analyzes playfulness (e.g. creative- and enjoyment-based), self-congruence (e.g. actual and ideal… read more here.
Keywords: congruence; consequences customers; integrated resort; brand ... See more keywords