Impact of gender on perceptual fit evaluation for prestige brands
This article examines the impact of gender on perceptual fit evaluation of prestige brands. Using an experimental approach, this study demonstrates that elaboration effects derived from schema congruity and self-congruity have an impact on perceptual fit and are moderated by the consumer's gend...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Palgrave Macmillan
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/12018 |