Search for dissertations about: "self-image congruity"

Found 1 swedish dissertation containing the words self-image congruity.

2. 1. It’s Not What You Sell : It’s Whom You Sell it To: How the Customer’s Character Shapes Brands and What Companies Do About it

   Author : Ulf Aagerup; Göteborgs universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brands; self-image congruity; brand personality; user imagery; fashion; nightclubs; green consumer behavior; self-monitoring ability; attention to social comparison information; ATSCI; brands; self-image congruity; brand personality; user imagery; fashion; nightclubs; green consumer behavior;

   Abstract : In this dissertation I investigate the effects of user and usage imagery on brands and how businesses employ user imagery to build brands. Over four articles I present results that suggest that user imagery affects brand personality and that companies under certain conditions adapt their behavior to optimize this effect. READ MORE