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The role of actual, ideal, and ought self-congruence in the consumption of hedonic versus utilitarian brands

Huber, Frank ; Eisele, Anita ; Meyer, Frederik

Psychology & Marketing, Jan 2018, Vol.35(1), pp.47-63 [Peer Reviewed Journal]

© ProQuest LLC All rights reserved

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The role of actual, ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands

Huber, Frank ; Eisele, Anita ; Meyer, Frederik

Psychology & Marketing, January 2018, Vol.35(1), pp.47-63 [Peer Reviewed Journal]

John Wiley & Sons, Inc.

Full text available online

2 Results  for Central Connecticut State University

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