Aw, Eugene Cheng-Xi; Flynn, Leisa Reinecke; Chong, Han Xi - In: Journal of Consumer Marketing 36 (2019) 1, pp. 102-112
Purpose: The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions. Design/methodology/approach: A questionnaire-based survey...