Is this really me? Investigating brand personality self‐congruity on consumer behavior in video‐based social media
Augusto Bargoni(Prague University of Economics and Business), Dalia Štreimikienė(Kaunas University of Technology), Rada Gutuleac(University of Turin), Chiara Giachino(University of Turin)
Cited by 20
Related Papers
Will virtual influencers overcome the uncanny valley? The moderating role of social cues
|Psychology and Marketing|2024|93
Customer experience management strategies in upscale restaurants: Lessons from the Covid-19 pandemic
|International Journal of Hospitality Management|2022|49
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship
|Journal of Product & Brand Management|2022|18
Demystifying sustainable innovation and governance in family firms: A critical review
|Technological Forecasting and Social Change|2025|10
Managing food-wasting: the role of customer cooperation in influencing firms' pro-environmental behavior
|Management Decision|2023|7