An innovative investigation of the congruence of global consumer brand image and consumers’ self-image in the retailing industry: a cross-cultural perspective

L. Li, Nitin Sanghavi, C. De Mattos

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

Original languageEnglish
Title of host publicationhost publication
PublisherSociety for Global Business and Economic Development
Publication statusPublished - Jun 2010
EventThird Research Symposium - Society for Global Business and Economic Development - Barcelona, Spain
Duration: 17 Jun 201019 Jun 2010

Conference

ConferenceThird Research Symposium - Society for Global Business and Economic Development
Abbreviated titleSGBED
CityBarcelona, Spain
Period17/06/1019/06/10

Keywords

  • Image congruence
  • self-concept
  • global consumer brand
  • self-image
  • culture
  • brand image
  • self-congruity

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