Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 8 of 8 for “"Self-congruity theory"”.
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Brand Congruity and Purchase Intentions of Runners
… The runners were categorized by the dualistic theory of passion, and their purchase intentions toward apparel brands for running were investigated from the self-congruity perspective. Runners completed an online survey that provided comprehensive information on their running behavior and their …
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The development of dispositional measures of self-congruity and functional congruity
… can dispositional complements to situational self-congruity and situational functional congruity be identified? Self-image congruence research, which establishes a background for the situational impact of image and function-laden information, is reviewed. A theoretical rationale for developing …
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An empirical investigation of how the impact of the four self-congruity types on brand attitude varies depending on an individual's self-construals, cosmopolitan and local orientaion.
… impact of an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation on the effect of the four self-congruity types (actual, ideal, social, ideal social) on brand attitude. A widely used practice among marketers focuses on communicating …
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Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement
… on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product …
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The influence of goal attainability on motivation – Consequences for marketers and companies that advertise fitness products.
… points, the goals loom large effect and the self-congruity theory as well as empirical studies important constructs have been derived and hypothesis about their relationships have been deducted. All hypothesis are summarized in a structural equation model (SEM). For each construct indicators …