Impact of gender on perceptual fit evaluation for prestige brands

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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...

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Bibliographic Details
Main Authors:	Lau, K., Phau, Ian
Format:	Journal Article
Published:	Palgrave Macmillan 2010
Online Access:	http://hdl.handle.net/20.500.11937/12018

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