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

By F. Huber, A. Eisele, Frederik Meyer. 2018

108 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/c64b2b87a8f36d20bd39799ecf9df335c8fac869

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. Justin Paul

In Marketing

1. Slađana Starčević
2. Ajay Kumar
3. Justin Paul

In Social Psychology

1. Mona Mrad
2. Justin Paul
3. C. Cui

Citations in the corpus

• Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption (2020, background): “11 There is evidence that actual self-congruence has the most influence on consumers’ emotional brand attachment (Japutra et al., 2017; Malär et al., 2011; Huber et al., 2018).”
• Do brands make consumers happy?- A masstige theory perspective (2021, background): “There is confirmed evidence that the consumption of brands is related to the actual and ideal self of consumers (Huber et al., 2018).”