Cognitive antecedents and affective consequences of customers’ self-concept in brand management
Sign Up to like & getrecommendations! Published in 2019 at "International Journal of Contemporary Hospitality Management"
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
How to Better Motivate Customers to Participate in the Self-Design Process: A Conceptual Model in Underlying Self-Congruence Mechanism
Sign Up to like & getrecommendations! Published in 2020 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2020.01995
Abstract: The voluntary shift of responsibility from the producer to the consumer is one feature of self-design activities. Past research emphasizes the economic gains of such customer co-creation. However, the psychological mechanism underlying customer co-creation behavior… read more here.
Keywords: creation; congruence; self congruence; self design ... See more keywords