Essays about: "self-congruency"

Found 1 essay containing the word self-congruency.

  1. 1. Brand gender: An androgynous perspective : A gender inclusive study with the case of Acne Studios.

    University essay from Stockholms universitet/Marknadsföring

    Author : Alba Sanz Alvarez; [2019]
    Keywords : : gender; brand; fashion; androgynous; brand equity; brand personality; selfrepresentation; self-congruency;

    Abstract : The vast majority of research based on brand gender has been developed focusing on consumers’ perspectives and behaviour. The implications of studying different perceptions of a brand’s gender can be related to brand equity, since this term is strongly associated with brand personality. READ MORE