Relative influence of actual and ideal self on emotional brand attachment: role of self-user imagery congruence

Relative influence of actual and ideal self on emotional brand attachment: role of self-user imagery congruence
Document type
Conference Paper
Author(s)
Manyiwa, Simon
Publisher
British Academy of Management
Date of publication
9 September 2014
Series
British Academy of Management Conference Proceedings 2014
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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[Author's original abstract]

We are not aware of any studies which have addressed this research question. Hence, the purpose of the present study is to explore the relative importance of actual and ideal self on emotional brand image in the context of brand user-imagery. The study focuses on the following two research objectives, in the context of brand user-imagery: (1) to understand the influence of perceived actual self on emotional brand attachment, and (2) to establish the influence of perceived ideal self on emotional brand attachment.

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