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1-10 of 624 results for self-branding

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Select article: The Effect of Self–Brand Connection and Self-Construal on Brand Lovers’ Word of Mouth (WOM)

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Research article

First published 2015-11

The Effect of Self–Brand Connection and Self-Construal on Brand Lovers’ Word of Mouth (WOM)

Eunjin Kwon, Anna S. Mattila

Cornell Hospitality Quarterly

Select article: The Power of Interactive Mobile Advertising: How Self-brand Congruity Shapes Brand Engagement in Self-concept

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Research article

First published 2025-11

The Power of Interactive Mobile Advertising: How Self-brand Congruity Shapes Brand Engagement in Self-concept

Luan-Thanh Nguyen, Tien-Thao Cong Phan, Tri-Quan Dang

Journal of Creative Communications

Select article: Consumer self‐design and brand competition

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First published 2023-08

Consumer self‐design and brand competition

Zheyin (Jane) Gu, Giri K. Tayi

Production and Operations Management

Select article: The Influence of Self-Construal on Self-Brand Congruity in the United States and Korea

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Research article

First published 2012-1

The Influence of Self-Construal on Self-Brand Congruity in the United States and Korea

Yongjun Sung, Sejung Marina Choi

Journal of Cross-Cultural Psychology

Select article: When a Threat to the Brand Is a Threat to the Self

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First published 2012-9

When a Threat to the Brand Is a Threat to the Self

Monika Lisjak, Angela Y. Lee, Wendi L. Gardner

Personality and Social Psychology Bulletin

Select article: The Paradoxes of Self-Branding

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First published 2017-8

The Paradoxes of Self-Branding

Michal Pagis, Galit Ailon

Work and Occupations

Select article: Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

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Research article

First published 2011-7

Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

Lucia Malär, Harley Krohmer, Wayne D. Hoyer [...]

Journal of Marketing

Select article: Look at Me! Look at Me! Conspicuous Brand Usage,Self-Brand Connection,and Dilution

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Research article

First published 2013-8

Look at Me! Look at Me! Conspicuous Brand Usage,Self-Brand Connection,and Dilution

Rosellina Ferraro, Amna Kirmani, Ted Matherly

Journal of Marketing Research

Select article: Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

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Research article

First published 2021-3

Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

Yadvinder Parmar, Bikram Jit Singh Mann

Journal of Creative Communications

Select article: Social Media Marketing Activities,Brand Community Engagement and Brand Loyalty: Modelling the Role  of Self-brand Congruency with Moderated Mediation Approach

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Research article

First published 2024

Social Media Marketing Activities,Brand Community Engagement and Brand Loyalty: Modelling the Role  of Self-brand Congruency with Moderated Mediation Approach

Shubhi Changani, Rakesh Kumar

Global Business Review

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