Abstract
This study examines the framework of the basic research model for Self-Congruity formed based on the dimensions of Actual-Self Congruity, Ideal-Self Congruity, Social-Self Congruity, Ideal-Social Self Congruity, Avoidance Similarty and Consumption Status. The framework of the research model refers to self-theoy and social identity theory because this research model was studied to see how much influence self-congruity has on hedonistic users and utilitarian users.
Cite
CITATION STYLE
APA
Helmi, T. A., Pane, S. G., Nasution, I., & Yudha, T. K. (2020). SELF CONGRUITY. JRMB (Jurnal Riset Manajemen & Bisnis), 5(2), 135–153. https://doi.org/10.30743/jrmb.v5i2.3315
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