Self-congruity theory in consumer behavior: A little history
M. Joseph SirgyDepartment of Marketing, Virginia Polytechnic Institute & State University, Blacksburg, Virginia
2018en
ABI
Annotatsiya
I revisit my Journal of Business Research (JBR) article published in 1985 that has garnered many citations. As such, I discuss the concept of self-congruity and the stream of research that the JBR article has spurred over the last 32 + years.
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