Abstract
This paper conceptualizes Maslow's traditional needs framework to explain the impact of various levels of needs on the formation of distinct self-concept brand image congruity constructs and resulting temporal and dynamic forms of brand loyalty (i.e., brand dependency and brand interdependency).
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© 2015 Academy of Marketing Science
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Rocereto, J.F., Puzakova, M., Kwak, H., Andras, T.L. (2015). Brand Interdependency Versus Brand Dependency: A Maslow’s Self-Actualization Perspective. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_56
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DOI: https://doi.org/10.1007/978-3-319-10864-3_56
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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