Ngamcharoenmongkol, P., and M. Pochanapanich. “The Influence of Self-Image Congruence on Brand Evaluations of Publicly and Privately Consumed Products”. NIDA Business Journal, no. 32, Apr. 2023, pp. 21-35, https://so10.tci-thaijo.org/index.php/NIDABJ/article/view/620.