... of TAM and three sub-factors of self-image congruence positively affected customer attitude toward face recognition (FR) payment. Customer attitude also significantly influenced behavioral intentions toward FR payment. Lastly, the cultural differences between the Korean and American consumers played...

... content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs). Design/methodology/approach Around 516 high-income homebuyers in Vietnam who shared...

... highlights two other constructs, online product review and self-image congruence, as the key antecedents to the behavior among the generation. Design/methodology/approach To test our proposed model, an online survey with a sample of 305 millennials in Vietnam was conducted. The sample shares similar...

...Shih-Tung Shu; Stephen Strombeck Purpose Prior research has clearly shown that ethnocentric consumers favor local brands. However, consumers also strongly favor local and global brands which reinforce their desired self-images. The purpose of this paper is to examine how self-image congruence (SIC...