J. S. Johar

Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence

M. Joseph Sirgy, Dhruv Grewal, Tamara F. Mangleburg et al. · Journal of the Academy of Marketing Science · 1997 · 1.1K citations

Social Identity, Cognitive Science, Self-image Congruence +13

Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal

J. S. Johar, M. Joseph Sirgy · Journal of Advertising · 1991 · 746 citations

Customer Satisfaction, Behavioral Decision Making, Consumer Study +17

Self-congruity versus functional congruity: Predictors of consumer behavior

M. Joseph Sirgy, J. S. Johar, A. Coskun Samli et al. · Journal of the Academy of Marketing Science · 1991 · 423 citations

Behavioral Sciences, Consumer Decision Making, Behavioral Decision Making +8

Effect of self-congruity with sponsorship on brand loyalty

M. Joseph Sirgy, Dong‐Jin Lee, J. S. Johar et al. · Journal of Business Research · 2007 · 370 citations

Brand Equity, Management, Consumer Research +7

Seasonal Segmentation of the Tourism Market Using a Benefit Segmentation Framework

Roger J. Calantone, J. S. Johar · Journal of Travel Research · 1984 · 137 citations

Tourism Management, Consumer Research, Travel Behavior +25