When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment

Karampela, Maria and Tregear, Angela and Ansell, Jake (2014) When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment. In: Association for Consumer Research Conference (ACR 2014), 2014-10-23 - 2014-10-26.

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    Abstract

    This study reveals for the first time the existence of a complementarity or 'opposites attract' configuration in self-brand alignment. It also devises an original technique for incorporating complementarity configuration into an alignment measure. Tests reveal the measure compares favourably with existing self-congruence measures in terms of predicting behavioural outcomes.

    Author(s):Karampela, Maria ORCID logoORCID: https://orcid.org/0000-0002-5975-4531, Tregear, Angela and Ansell, Jake
    Item type:Conference or Workshop Item(Paper)
    ID code:49811
    Keywords:self-brand alignment, complementarity, consumer behaviour, Marketing. Distribution of products, Marketing
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:14 Oct 2014 15:59
    Last modified:16 Jan 2020 02:07
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/49811
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