Sung, Eunyoung (Christine); Huddleston, Patricia - In: Journal of Consumer Marketing 35 (2018) 1, pp. 64-78
Purpose: This paper explores the antecedents and consequences of consumers’ need for self-image congruence on their retail patronage of department (high-end) and discount (low-end) stores to purchase name-brand products in two product categories, apparel and home décor. It also compared...