Examination of Self-Congruity and Status Consumption for Taiwanese Consumers Purchasing Blue Jeans

Jeanne Heitmeyer; Hsin-I Yu

Concurrent Sessions

Examination of Self-Congruity and Status Consumption for Taiwanese Consumers Purchasing Blue Jeans

Authors: Jeanne Heitmeyer (Florida State University) , Hsin-I Yu (Florida State University)

Abstract

The purpose of this study was to investigate the influence of the self-congruity theory and status consumption on Taiwanese consumers' purchase of designer versus non-designer brand blue jeans.

Keywords:

How to Cite: Heitmeyer, J. & Yu, H. (1998) “Examination of Self-Congruity and Status Consumption for Taiwanese Consumers Purchasing Blue Jeans”, International Textile and Apparel Association Annual Conference Proceedings. 1999(1).