W. M. C. B. Wanninayake

Theoretical Linkage between Theories of Social Comparison, Brand Congruence, Self Concept and Social Indentity

A. D. C. Perera, S. M. A. K. Samarakoon & W. M. C. B. Wanninayake · Asian Journal of Advanced Research and Reports · 2021

Aim: This paper proposed a theoretical framework to fulfill the theoretical gap which will lead to an extended theory for conspicuous consumption. Methodology: The main theory considered for this study is social comparison theory which is the grounded theory of the concept of con...