The Effect of Self- and Public-Based Evaluations on Brand Purchasing: The Interplay of Independent and Interdependent Self-Construal
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DOI: 10.1080/08961530.2018.1428920
Abstract: ABSTRACT This study demonstrates that predictors of repeated brand purchases vary based on self-construal. A cross-national online survey was conducted in the United States and Japan. Using multi-group structural equation modeling, predictors of repurchase intention… read more here.
Keywords: self construal; interdependent self; repurchase intention; brand ... See more keywords