The Fit Between Brand Personality and Consumer's Self: The Importance of Self-Congruence for Brand Performance

Krohmer, Harley; Malär, Lucia; Nyffenegger, Bettina (2007). The Fit Between Brand Personality and Consumer's Self: The Importance of Self-Congruence for Brand Performance. In: Dixon, Andrea L.; Machleit, Karen A. (eds.) Proceedings of the 2007 AMA Winter Educators' Conference: Marketing Theory and Applications, 16.-19. February 2007 (pp. 172-173). Chicago: American Marketing Association AMA

Item Type:

Conference or Workshop Item (Abstract)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Krohmer, Harley; Malär, Lucia and Nyffenegger, Bettina

Publisher:

American Marketing Association AMA

Language:

English

Submitter:

Factscience Import

Date Deposited:

04 Oct 2013 14:51

Last Modified:

04 May 2014 23:15

Additional Information:

Best paper award

URI:

https://boris.unibe.ch/id/eprint/21393 (FactScience: 6133)

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