Saving Face: A Cross-Cultural Investigation of Retail Patronage in Consumers' Skincare Purchase Decisions
Description:
The skincare sector is among the fastest growing consumer branded products, boasting unprecedented growth rates in emerging markets, as well as steady growth in developed and post-developed markets. Yet, a more relevant question to marketers of branded skincare products is what factors influence consumers’ decisions about where to buy such products, and whether or not to spread positive word-of-mouth (WOM) about products and store preferences. Sirgy’s (1982, 1985) self-congruence theory postula…
more
Date:
August 2015
Creator:
Dai, Bo