The Janus Face of Ideal Self-Congruence: Benefits for the...

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Journal of the Association for Consumer Research 2018 / 03

The Janus Face of Ideal Self-Congruence: Benefits for the Brand versus Emotional Distress for the Consumer

Malär, Lucia, Herzog, Daniela, Krohmer, Harley, Hoyer, Wayne D., Kähr, Andrea
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Language:
english
Journal:
Journal of the Association for Consumer Research
DOI:
10.1086/697080
Date:
March, 2018
File:
PDF, 828 KB
english, 2018
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