How Facebook's Brand Personality Affects Brand Commitment and Preference: The Mediating Role of Self-image Congruence

Hellemans, JohanJohanHellemansWillems, KimKimWillemsBrengman, MalaikaMalaikaBrengman2024-10-142024-10-122024-10-1420232198-7246WOS:001310121900019https://imec-publications.be/handle/20.500.12860/44628How Facebook's Brand Personality Affects Brand Commitment and Preference: The Mediating Role of Self-image CongruenceProceedings paper10.1007/978-3-031-31836-8_19978-3-031-31836-8WOS:001310121900019SOCIAL MEDIAANTECEDENTSCONSUMERSVALIDITYTRUST