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Showing 1 to 1 of 1 for “"self-endorsing effect"”.
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Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion
I investigated the self-endorsing effect of brand filters on brand attitudes, purchase intentions, sharing intentions, and whether self-congruity and perceived self-expressiveness mediate the relationship between these variables. I conducted two laboratory experiments each with two conditions …