In general, consumers prefer brands that match their self-concepts. However, the degree to which such "self-image congruity" influences brand preference and choice depends on various factors. Explain these factors.

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The Answer of In general, consumers prefer brands that match their self-concepts. However, the degree to which such "self-image congruity" influences brand preference and choice depends on various factors. Explain these factors.

In General, Consumers Prefer Brands That Match Their Self-Concepts