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using self-congruity and ideal congruity to predict purchase intention a european perspective.pdf

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using self-congruity and ideal congruity to predict purchase intention a european perspective

PLEASE SCROLL DOWN FOR ARTICLE This article was downloaded by: [2011 DRAA SSH Free Trial Consortium] On: 2 June 2011 Access details: Access Details: [subscription number 936836193] Publisher Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37- 41 Mortimer Street, London W1T 3JH, UK Journal of Euromarketing Publication details, including instructions for authors and subscription information: /smpp/title~content=t792306894 Using Self-congruity and Ideal Congruity to Predict Purchase Intention Mary K. Ericksena a Professor of Marketing, Bloomsburg University, Bloomsburg, PA, 17815, To cite this Article Ericksen, Mary K.(1997) Using Self-congruity and Ideal Congruity to Predict Purchase Intention, Journal of Euromarketing, 6: 1, 41 — 56 To link to this Article: DOI: 10.1300/J037v06n01_04 URL: /10.1300/J037v06n01_04 Full terms and conditions of use: /terms-and-conditions-of-access.pdf This article may be used for research, teaching and private study purposes. Any substantial or systematic reproduction, re-distribution, re-selling, loan or sub-licensing, systematic supply or distribution in any form to anyone is expressly forbidden. The publisher does not give any warranty express or implied or make any representation that the contents will be complete or accurate or up to date. The accuracy of any instructions, formulae and drug doses should be independently verified with primary sources. The publisher shall not be liable for any loss, actions, claims, proceedings, demand or costs or damages whatsoever or howsoever caused arising directly or indirectly in connection with or arising out of the use of this material. Using Self-congruity and Ideal Congruity to Predict Purchase Intention: A European Perspective Mary K. Ericksen ABSTRACT. The changing environment in Europe opens up new market opportunities for consumer product firms. This change chal- lenges firms to approach decision making with the