A value-oriented exploration into the impact of congruence between global consumer brand image and consumers' self-image on purchase intention in cross-cultural contexts

Longfei Li, Nitin Sanghavi, Claudio De Mattos

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Original languageEnglish
Title of host publicationhost publication
Place of PublicationDublin, Ireland.
Publication statusPublished - 31 Aug 2011
Event14th Annual Irish Academy of Management Conference - Dublin, Ireland.
Duration: 31 Aug 20112 Sept 2011


Conference14th Annual Irish Academy of Management Conference
CityDublin, Ireland.


  • Value
  • Self-congruity
  • Image Congruence
  • Global Consumer Brand
  • Brand Image
  • Self-Image
  • Consumer Culture
  • National Culture
  • General Values

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