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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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Bibliographic Details
Main Author:	Mah, Kenny Ying Fye
Format:	Thesis
Published:	2003
Subjects:	LB2361 Curriculum
Online Access:	http://shdl.mmu.edu.my/622/

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