Projects per year
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.
Original language | English |
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Publication status | Published - Oct 2014 |
Event | Association for Consumer Research Conference (ACR 2014) - Baltimore, United Kingdom Duration: 23 Oct 2014 → 26 Oct 2014 |
Conference
Conference | Association for Consumer Research Conference (ACR 2014) |
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Country/Territory | United Kingdom |
City | Baltimore |
Period | 23/10/14 → 26/10/14 |
Keywords
- self-brand alignment
- complementarity
- consumer behaviour
Fingerprint
Dive into the research topics of 'When opposites attract: incorporating trait complementarity into the measurement of self-brand personality alignment'. Together they form a unique fingerprint.Projects
- 1 Finished
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An investigation of patterns of self-brand personality alignment (PhD Research Funding Award: Principal's Career Development Scholarship, University of Edinburgh)
Karampela, M. (Academic)
5/09/11 → 31/08/14
Project: Projects from Previous Employment