An empirical investigation of how the impact of the four self-congruity types on brand attitude varies depending on an individual's self-construals, cosmopolitan and local orientaion.
AuthorGonzalez Jimenez, Hector
KeywordSelf-congruity, Self-construals, Cosmopolitan orientation, Local orientation, Brand attitude, Consumer behaviour
The University of Bradford theses are licenced under a Creative Commons Licence.
InstitutionUniversity of Bradford
DepartmentSchool of Management