An Investigation of the Image Congruence of Global Consumer Brands and Consumers’ Self-image: A Cross-cultural Perspective

C. De Mattos, N. Sanghavi, Longfei Li

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

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Original languageEnglish
Title of host publicationProceedings of the 12th International Conference on Global Business and Economic Development
Place of PublicationSingapore
PublisherSociety for Global Business and Economic Development
Pages1366-1375
Number of pages10
Publication statusPublished - 21 Jul 2011
Event12th International Conference on Global Business and Economic Development - Singapore
Duration: 21 Jul 201123 Jul 2011

Conference

Conference12th International Conference on Global Business and Economic Development
Abbreviated titleSGBED
CitySingapore
Period21/07/1123/07/11

Keywords

  • Image Congruence
  • Brand Image
  • Self-image
  • Self-concept
  • Self-congruity
  • Global Consumer Brands
  • Culture

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