When Authentic Brands Feel Like the Self: The Role of Self-Congruity in Brand Attachment
Authors
Martynas Talmontas
School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania
School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania
Kaunas University of Technology, Kauno kolegija Higher Education Institution, Lithuania
Kauno kolegija Higher Education Institution, Vilnius Gediminas Technical University, Lithuania
DOI: https://doi.org/10.2478/jec-2026-0006 | Journal eISSN: 2256-0173
Language: English
Page range: 64 - 74
Submitted on: May 15, 2026
Accepted on: Jun 2, 2026
Published on: Jul 3, 2026
Published by: EKA University of Applied Sciences
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
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© 2026 Martynas Talmontas, Beata, Šeinauskienė, Jūratė Maščinskienė, Laima Jesevičiūtė-Ufartienė, published by EKA University of Applied Sciences
This work is licensed under the Creative Commons Attribution 4.0 License.