How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness

Bhattacharjee Debashree Roy; Abhisek Kunar; Neeru Malhotra; Debasis Pradhan; Tapas Ranjan Moharana

doi:10.1108/IMR-09-2022-0206

How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness

Bhattacharjee Debashree Roy
, Abhisek Kunar
, Neeru Malhotra
, Debasis Pradhan
, Tapas Ranjan Moharana

Research output: Contribution to journal › Article › peer-review

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Original language	English
Pages (from-to)	1480-1508
Journal	International Marketing Review
Volume	40
Issue number	6
Early online date	1 Nov 2023
DOIs	https://doi.org/10.1108/IMR-09-2022-0206
Publication status	Published - 12 Dec 2023

Keywords

Business and management studies

Access to Document

10.1108/IMR-09-2022-0206

Malhotra-NE-54463-AAMAccepted author manuscript, 628 KBLicence: Unspecified

https://doi.org/10.1108/IMR-09-2022-0206

Cite this

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AU - Pradhan, Debasis

AU - Ranjan Moharana, Tapas

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