Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self

Journal of Marketing

Volumn 75, Issue 4, 2011, Pages 35-52

  Malär, Lucia ^a   Krohmer, Harley ^a   Hoyer, Wayne D ^c   Nyffenegger, Bettina ^b  

^a Department of Marketing ^*  (Switzerland)

^b UNIVERSITY OF BERN   (Switzerland)

^c UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

Actual self; Brand personality; Emotional brand attachment; Ideal self; Product involvement; Public self consciousness; Self congruence; Self esteem

Indexed keywords

EID: 79959372122     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.75.4.35     Document Type: Article

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