Essays about: "Ought Self-congruence"
Found 1 essay containing the words Ought Self-congruence.
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1. Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : 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
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