Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency | Emerald Insight
www.emerald.com/insight/content/doi/10.1108/EJM-03-2018-0221/full/html?casa_token=-tHF4JK0lJUAAAAA:sxC_g9yhpB1Y0V5w8maitNnVkxGs8hh0sW2zSHkyBj57C0GY02117jo2gYuuQdA9LUvGZLwmqbzWNohC_K4JAc-CcgXo_-P1EXVWHCkpP6mCLnDpgjRk
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How individuals identify with brands was found to be affected by product class/brand
How individuals identify with brands was found to be affected by product class/brand (Malär et al., 2011)
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