Self-concept as a significant determinant of brand choice and consumer buying behaviour

Article English OPEN
Starčević Slađana;
(2011)
  • Publisher: Srpsko udruženje za marketing
  • Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364)
  • Related identifiers: doi: 10.5937/markt1102106S
  • Subject: self-concept | brand image | brand personality | self-congruity | consumer behavior | Marketing. Distribution of products | HF5410-5417.5

The need to predict consumer behavior outcomes is considered to be a very important issue for marketers. Today, one of the most popular psychological constructs in social sciences and marketing is the self-concept, as the total sum of ideas, thoughts and feelings throug... View more
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