ABSTRACTThis conceptual paper integrates needs, goals, and value/image congruence theories to propose an inclusive concept of consumer psychological engagement with companies and their brands or products. To maximize service experiences and marketing messages and ensure sustainable success, marketers and innovators must collect holistic intelligence on consumers’ needs, goals, values, and self-image to strengthen consumers’ psychological bonds with firms and their brands.
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Hsieh et al. (2023) studied this question.
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