Sierra, Jeremy J.; Hyman, Michael R.; Lee, Byung-Kwan; … - In: Asia Pacific Journal of Marketing and Logistics 27 (2015) 4, pp. 559-581
equation modeling is used to test the posited hypotheses. Findings – To extrinsic superstitious beliefs, both the South Korean …, both models support the horoscope importance path and the behavioral superstitious beliefs path. Only the US model supports … the path from self-esteem to extrinsic superstitious beliefs, and only the South Korean model supports the path from …