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Self‐congruity and product evaluation: a cross‐cultural study

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References

1967Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach895 cited
1985Using self-congruity and ideal congruity to predict purchase motivation866 cited
1997Marketing across cultures603 cited
1969Congruence Relationships between Self Images and Product Brands591 cited
1988Does Culture Matter? A Cross-Cultural Study of Executives' Choice, Decisiveness, and Risk Adjustment in International Marketing497 cited
1974Self Concept, Ideal Self Concept, and Consumer Purchase Intentions380 cited
1968Perception of Self, Generalized Stereotypes, and Brand Selection276 cited
1979Attitude research plays for high stakes265 cited
1971Self-Concept and Brand Preference225 cited
1997Using Self-congruity and Ideal Congruity to Predict Purchase Intention137 cited

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2011Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity115 cited
2012The role of personality congruence, perceived quality and prestige on ready‐to‐wear brand loyalty

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110 cited

2008Assessing the effects of self‐congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment98 cited

2017Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective83 cited

2015Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands77 cited

2005Cultural Impact on the Relationship Among Perceived Service Quality, Brand Name Value, and Customer Loyalty66 cited

2021Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention62 cited

2015A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference60 cited

2020Which model looks most like me? Explicating the impact of body image advertisements on female consumer well-being and consumption behaviour across brand categories59 cited

2014The mediation of trust in country-of-origin effects across countries54 cited

2021Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands53 cited

2003CONSUMER RESPONSE TO SEX ROLE PORTRAYALS IN ADVERTISEMENTS: Effects of Incongruity and Prejudices on Emotions and Attitudes52 cited

2023Five decades of self‐congruity in consumer behaviour research: A systematic review and future research agenda47 cited

2018Consumer-brand congruence and conspicuousness: an international comparison47 cited