The Effect of Self- and Public-Based Evaluations on Brand Purchasing: The Interplay of Independent and Interdependent Self-Construal

This study demonstrates that predictors of repeated brand purchases vary based on self-construal. A cross-national online survey was conducted in the United States and Japan. Using multi-group structural equation modeling, predictors of repurchase intention were compared between these nations, and were also compared between consumers with independent self-construal and those with interdependent self-construal. Results showed that self-based...