...EunHa Jeong; SooCheong (Shawn) Jang Purpose This study aims to examine the effects of self-image congruities (i.e. the match between the image of a product or brand and a customer’s image of themselves) as an affective psychological process in the context of a restaurant setting. The study...

..., attractiveness of alternatives and self-image congruity) in a restaurant context, this study provides insights into the important process of customer evaluation, including satisfaction and loyalty. Second, this study contributes to the hospitality literature by clarifying the role of culture on influencing...