Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes

@inproceedings{Wallace2017ConsumersSW,
  title={Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes},
  author={Elaine Wallace and Isabel Buil and Leslie de Chernatony},
  year={2017}
}
Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self… CONTINUE READING

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