Literature Review on Branding and the Concept of Self-Congruity

Literature Review on Branding and the Concept of Self-Congruity

The following report analyses the models of self-congruity to determine the degree of influence on the purchase behaviour of consumers. Consumer psychology plays a significant part in determining the purchase intentions and attitude. The degree of influence generated by self-congruity on consumer behaviour is somewhat controversial due to the varying belief of the researchers.

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