How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west
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DOI: 10.1016/j.jbusres.2019.01.059
Abstract: Abstract Despite a substantial body of self-congruity (SC) research (cf. Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012) two important questions remain open: First, does the SC effect apply beyond Western countries. Second, does individual level culture moderate… read more here.
Keywords: effect; self congruity; east west; study ... See more keywords
Shopping well-being: the role of congruity and shoppers’ characteristics
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DOI: 10.1108/jcm-07-2020-3943
Abstract: Purpose Although shopping well-being has become a focal construct in retail shopping studies, little is known about the key drivers of this construct. This study aims to further discern some of the key antecedents of… read more here.
Keywords: role congruity; shopping well; congruity; congruity shopping ... See more keywords
Self-congruity, Destination Brand And The Use Of Social Media
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DOI: 10.3727/108354220x15758301241945
Abstract: The present research examines the connection of self-congruity and destination brand with tourists’ use of social media. The study focuses on USA tourists who visit Colombia (South America). Structural Equation Modeling (SEM) was used to… read more here.
Keywords: self congruity; destination; social media; destination brand ... See more keywords