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Keywords: Self-discrepancy
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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
...Jiongen Xiao; Chunyu Li; Ling Peng Purpose Consumers’ motivations for purchasing counterfeit branded luxuries are a topic of heated discussion amongst academics and practitioners. Drawing on self-discrepancy theory, the purpose of this paper is to examine the effects of actual-ideal self...
