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What is Self – Congruity

The degree of similarity between a brand/store image and a customer’s self-image. Learn more in: Identity-Based Consumer Behaviour, Self-Congruity, and Retailer-Consumer Relationships: A Literature Review

The degree of similarity between a brand/store image and a customer’s self-image. Learn more in: Consumer-Retailer Identification Enhancing Consumer Well-Being

Find more terms and definitions using our Dictionary Search.

Self – Congruity appears in:

Handbook of Research on Retailer-Consumer...

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