Citation
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. Full text not available from this repository.
Official URL: http://vlib.mmu.edu.my/diglib/login/dlusr/login.ph...
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) |
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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 |
URII: | http://shdl.mmu.edu.my/id/eprint/622 |
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