Self-congruity theory in consumer behavior: A little history

M. Joseph Sirgy

Journal of Global Scholars of Marketing Science, 2018, vol. 28, issue 2, 197-207

Abstract: I revisit my Journal of Business Research (JBR) article published in 1985 that has garnered many citations. As such, I discuss the concept of self-congruity and the stream of research that the JBR article has spurred over the last 32 + years.

Date: 2018
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Citations: View citations in EconPapers (29)

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DOI: 10.1080/21639159.2018.1436981

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