... the high and low self-image congruence groups were equally likely to shop at discount stores. Practical implications The findings suggest that marketing messages focusing on concern for appearance may succeed by tapping into consumers’ need for self-image congruence with brand product/retail store...

... consciousness, value consciousness, perceived price variation, and consumer innovativeness) toward PB attitude and purchase intention, and to test the model in two product categories, grocery and home appliances, in a South Korean discount store context. Design/methodology/approach A total of 168 usable...