Belch, George E. and Landon, E. Laid, Jr., 1977, "Discriminant Validity of A Product-Anchored Self-Concept Measure," Journal of Marketing Research, Vol. 14 (May) 252-256.
2.
Bellenger, D.N., Stanton, W.W. and Steinberg, E., 1976, "The Congruency of Store Image and Self-Image As It Relates to Store Loyalty," Journal of Retailing, 52, No. 1 (Spring), 17-32.
3.
Birdwell, Al E., 1964, "A Study of the Influence of Image Congruence on Consumer Choice," Unpublished Ph.D. dissertation, University of Texas.
4.
Cohen, Dorothy, 1981, Consumer Behavior, Random House, Inc.New York, New York.
5.
Dolich, Ira J., 1969, "Congruence Relationships Between Self-Images and Product Brands," Journal of Marketing Research, Volume III (February) 80-84.
6.
Domoff, Ronald J. and Tatham, Ronald L. , 1972, "Congruence Between Personal Image and Store Image," Journal of the Marketing Research Society, Vol. 14, #1, 45-52.
7.
Engel, James, Blackwell, Roger and Kollat, David, 1978, Consumer Behavior, 3rd Edition, The Dryden Press, Hinsdale, Illinois .
8.
Enis, Ben, Cox, Keith and Stafford, James, 1972, "Students as Subjects in Consumer Behavior Experiments ," Journal of Marketing Research, Vol. 9, (February), 72-74.
9.
Gardner, Burleigh B. and Levy, Sidney J., 1955, "The Product and the Brand," Harvard Business Review, 33 (March-April), 33-39.
10.
Green, Paul E., Maheshwasi, Aum and Rao, Vithala R., 1969, "Self-Concept and Brand Preference: An Empirical Application of Multidimensional Scaling," Journal of Marketing Research Society, 11 (October), 343-60.
11.
Grubb, Edward L., 1965, "Consumer Perception of 'Self-Concept' and Its Relation to Brand Choice of Selected Product Types," in S. D. Bennett, ed. Marketing and Economic Development, Chicago: American Marketing Association, 419-24.
12.
Grubb, Edward L. and Grathwohl, Harrison L., 1967, "Consumer Self-Concept, Symbolism and Marketing Behavior: A Theoretical Approach," Journal of Marketing, Vol. 31 (October), 22-27.
13.
Grubb, Edward L. and Hupp, Gregg, 1968, "Perception of Self, Generalized Stereotypes and Brand Selection," Journal of Marketing Research, Vol. 5 (February), 58-63.
14.
Hall, Calvin S. and Lindsey, Gardner , 1957, Theories of Personality ; John Wiley & Sons, Inc.
15.
Hawkins, Del I., Coney, Kenneth and Best, Roger, 1980, Consumer Behavior: Implications for Marketing StrategyBusiness Publications, Inc., Dallas, Texas.
16.
Hughes, G. David and Guerrero, Jose L. , 1971, "Personality and Consumer Behavior: A Review, Journal of Marketing Research, Vol. VIII, (November), 409-18.
17.
Keman, Jerome B., Dommermuth, William B. and Sommers, Montrose S., 1970, Promotion: An Introductory Analysis, New York, McGraw-Hill, Inc.
18.
Landon, Laird E., 1974, "Self-Concept, Ideal Self-Concept and Consumer Purchase Intentions," Journal of Consumer Research, Vol. 1 (September), 44-51.
19.
Levy, Sidney J., 1959, "Symbols for Sale," Harvard Business Review , 37 (July-August), 117-24.
20.
Martin, Warren, 1976, "A Comment on Congruency Between Personal Image and Store Image," Journal of Marketing Research Society, Vol. 18, #1, 32-34.
21.
Martineau, Pierre, 1958, "The Personality of the Retail Store," Harvard Business Review, 36, (January-February), 47-55.
22.
Newman, Joseph W., 1957, "New Insights, New Progress for Marketing," Harvard Business Review, (November-December), 95-102.
23.
O'Brien, Terrence V. and Sanchez, Hamberto Topia, 1976, "Consumer Motivation: A Developmental Self-Concept Approach," Journal of The Academy of Marketing Science, Vol. 4, No. 3, 608-616.
24.
Osgood, Charles, Suci, George and Tannenbaum, Percy , 1957, The Measurement of Measuring , Urbana: University of Illinois Press.
25.
Rogers, Carl R., 1965, Client-Centered TheoryBoston : Houghton Mifflin Company.
26.
Runyon, Kenneth, 1980, Consumer Behavior, 2nd Edition, Charles E. Merrill Publishing Co., Columbus, Ohio.
27.
Stem, Bruce L., Bush, Ronald and Hair, Joseph F., Jr., "The Self-Image/Store Image Matching Process," Journal of Business, 50 (January 1977), 63-69.
28.
Vitz, Paul C. and Johnston, Donald , 1965, "Masculinity of Smokers and the Masculinity of Cigarette Images," Journal of Applied Psychology, Vol. 49, #3, 55-59.
29.
Wyckham, Robert G., Lazer, William and Crissy, W.E., 1971, Images and Marketing A Selected and Annotated Bibliography , Chicago: American Marketing Association .