Blar i NHH Brage på forfatter "Manokhina, Anna"
-
The effects of self-congruity on brand attitude : the moderating impact of different usage situations
Manokhina, Anna; Melpignano, Lea (Master thesis, 2018)Self-congruity theory is a much researched construct in marketing literature. Nevertheless, the results found are controversial and there is a lack of consensus about several factors including which variables moderate ...