Abstract
This article discusses the state-of-the-art of self-concept literature in consumer/market behavior, introduces an integrated self-concept model to the advertising practitioners, and shows how this model can enhance the formulation of advertising strategic effectiveness.
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APA
Sirgy, M. J. (2015). Self-Image/Product-Image Congruity and Advertising Strategy. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 129–133). Springer Nature. https://doi.org/10.1007/978-3-319-16946-0_31
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