I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers?

By Hongwei He, Avinandan Mukherjee. 2007

186 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/cbf949f67647c9417699ca24bc677a1c95cfed28

Citations in the corpus

• Self-image congruence in consumer behavior (2012, unknown): “Strong supporting evidence show self-image congruence explains and predicts different aspects of consumer behavior (He and Mukherjee, 2007).”
• Self-Congruity and Functional Congruity in Brand Loyalty (2015, unknown): “Image congruity consists of self-congruity and functional congruity (He & Mukherjee, 2007).”
• Appraisal Determinants of Tourist Emotional Responses (2012, unknown): “Prior studies have established selfimage congruity as an important construct in explaining and predicting various aspects of consumer behavior (e.g., He and Mukherjee 2007; Jamal and Al-Marri 2007).”
• Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty (2019, unknown): “Thereby, functional congruity that is the match between the brand’s performance-related (utilitarian) attributes and ideal attributes expected by a consumer (Johar & Sirgy, 1991) needs to be discussed as the functional perspective of image congruity theory (He & Mukherjee, 2007).”