How Persuasion Knowledge Creates Differences in the Role of Self and Functional Congruity on Predicting Customers’ Attitude and Behavioral Intention

Shadi Zarei, Hossein Samavatiyan and Fereshteh Akhoondi

No 275860, 58th Annual Conference, Kiel, Germany, September 12-14, 2018 from German Association of Agricultural Economists (GEWISOLA)

Abstract: The present study aims to investigate the role of self-congruity and functional congruity in predicting customer attitudes and behavioral intentions in different branches of a chain store in the city of Tehran, Iran. Also, the study considers the moderating role of persuasion knowledge in the relationship between self-congruity and functional congruity with customers' attitude. The findings suggest that managers can develop certain strategies to improve customer attitudes and buying intentions.

Date: 2018-09-01
New Economics Papers: this item is included in nep-knm
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Persistent link: https://EconPapers.repec.org/RePEc:ags:gewi18:275860

DOI: 10.22004/ag.econ.275860

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