The Effects Of Self-Image Congruence On Consumers' Brand Preference And Satisfaction In The Mobile Phone Service Provider Market In Malaysia
This study investigates the effect of self-image congruence on consumers' brand preference and satisfaction in the mobile phone service provider market in Malaysia. Self-image congruence means taht consumers express themselves by choosing brands whose personalities are perceived to be congruent...
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| Format: | Thesis |
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2003
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