Browsing School of Journalism (MU) by Title "Self-esteem's moderation of self-congruity effects on brand loyalty"

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  • Self-esteem's moderation of self-congruity effects on brand loyalty 

    Brannen, Jane (University of Missouri--Columbia, 2015)
    This research set out to find how consumer self-esteem moderates the relative importance of actual self-congruity vs. ideal self-congruity on women's brand loyalty to fitness brands. College-aged women were the primary ...