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.
Creators(s): |
Karampela, Maria ![]() | Item type: | Conference or Workshop Item(Paper) |
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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: | 13 Jan 2021 03:06 |
Related URLs: | |
URI: | https://strathprints.strath.ac.uk/id/eprint/49811 |
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