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Keywords: Perceived social risk
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Journal Articles
Cross-cultural effects of self-discrepancy on the consumption of counterfeit branded luxuries
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Asia Pacific Journal of Marketing and Logistics (2018) 30 (4): 972–987.
Published: 31 October 2018
...-discrepancy on consumers’ attitudes towards counterfeit branded luxuries. It investigates how self-monitoring and perceived social risk moderate this effect. Furthermore, it explores cross-cultural differences in the impact of actual-ideal self-discrepancy. Design/methodology/approach A pilot study...
