The Three-Component Multidimensional Model of Self-Image Congruence

The Three-Component Multidimensional Model makes it possible to assess and distinguish between the values of the brand incorporated into the consumer's self-image, which correspond to self-enhancement, self-protection and self -verification motives (Sedikides, Gregg, 2008). In order to build the Model, a series of 3 tests was carried out.


Magdalena Kolanska, Oleg Gorbaniuk, and Wilczewski Michał (2020) ,"The Three-Component Multidimensional Model of Self-Image Congruence", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1204-1204.


Magdalena Kolanska, University of Zielona Gora
Oleg Gorbaniuk, University of Zielona Gora
Wilczewski Michał, University of Warsaw


NA - Advances in Consumer Research Volume 48 | 2020

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