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Eunyoung (Christine) Sung
Montana State University
2Publications
1H-index
3Citations
Publications 2
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#1Eunyoung (Christine) Sung (MSU: Montana State University)H-Index: 1
#2Roger J. Calantone (MSU: Michigan State University)H-Index: 66
Last.Patricia Huddleston (MSU: Michigan State University)H-Index: 20
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AbstractThis article encompasses two studies of how cultural dimensions help us understand consumers’ motivations to buy prestige brands in the global market. In Study 1, we investigated the effect...
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#1Eunyoung (Christine) Sung (MSU: Montana State University)H-Index: 1
#2Patricia Huddleston (MSU: Michigan State University)H-Index: 20
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 decor. We also compared online to offline shopping and considered two mediator variables, frugality and materialism. Design/methodology/approach We analyzed the hypothesized relationships using structural equation modeling (SEM) and MANO...
3 CitationsSource
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