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20092019
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Research Output 2010 2019

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Article
2014

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

Karampela, M., Tregear, A. & Ansell, J., Oct 2014, In : Advances in Consumer Research. 42, p. 539-540 2 p.

Research output: Contribution to journalArticle

Personality
Complementarity
Brand personality
Alignment
Congruence
2018
1 Citation (Scopus)

When opposites attract? Exploring the existence of complementarity in self-brand congruence processes

Karampela, M., Tregear, A., Ansell, J. & Dunnett, S., 31 Aug 2018, In : Psychology and Marketing. 35, 8, p. 573-585 13 p.

Research output: Contribution to journalArticle

Personality
Psychology
Surveys and Questionnaires
Congruence
Complementarity
2019
Responsiveness
Interactivity
B2B relationships
Social media
Structural equation modeling