Browsing Management and Marketing Journal Articles by Subject "self-congruity"

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    • Does game self-congruity increase usage and purchase? 

      Davis, Robert; Lang, Bodo (Emerald Group Publishing Limited, 2013)
      This research models the relationship between the consumers’ game purchase and usage behaviour and self-congruity. Self-congruity is an important estimation of the cognitive effect of games on consumers as it measures the ...