The Effects Of Self-Image Congruence On Consumers' Brand Preference And Satisfaction In The Mobile Phone Service Provider Market In Malaysia

Mah, Kenny Ying Fye (2003) The Effects Of Self-Image Congruence On Consumers' Brand Preference And Satisfaction In The Mobile Phone Service Provider Market In Malaysia. Masters thesis, Multimedia University.

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Abstract

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 with their own personalities.

Item Type: Thesis (Masters)
Subjects: L Education > LB Theory and practice of education > LB2361 Curriculum
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 29 Jun 2010 09:17
Last Modified: 29 Jun 2010 09:17
URI: http://shdl.mmu.edu.my/id/eprint/622

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