When Authentic Brands Feel Like the Self: The Role of Self-Congruity in Brand Attachment
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
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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.