... avoidance Self-discrepancy Cognitive dissonance Narcissism orientation Cross-cultural study The consumer-brand relationship is a key construct for understanding how and why consumers purchase, and remain loyal to, a specific set of chosen brands, which has been widely investigated in recent...

... distinctiveness theory, this paper suggests a COR framework that incorporates the system justification theory and the self-discrepancy concept, along with decision heuristics and mental simulation effects. The proposed framework aims to explain consumers' inclination to “buy what certain foreigners buy...