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1. 1. Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Daniel Alderstad; Jacob Berglund; [2016]
   Keywords : Self-congruence; Emotional Brand Attachment; Brand Personality; Self-Brand Connections; Self-Construal; Consumer Psychology; Cross-Cultural Psychology; Regulatory Focus Theory; Ought Self-congruence;

   Abstract : Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). READ MORE