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Effects of Self Congruity and Functional Congruity on Brand Trust: Relative Review and a Research Model

Springer Nature, (2015), 118
DOI: 10.1007/978-3-319-10963-3_61
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Abstract

This paper develops an integrative research model exploring the effects of self congruity and functional congruity on brand trust as well as the potential moderators, which will contribute to the research on both functional/symbolic benefits of brands and the antecedents of brand trust.

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APA

Wang, W. (2015). Effects of Self Congruity and Functional Congruity on Brand Trust: Relative Review and a Research Model. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 118). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_61

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