Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship 2016
DOI: 10.2991/gcbme-16.2016.68
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Brand Attitude of Smartphone User: The Role of Brand Knowledge and Self-Congruence

Abstract: this study examines the brand attitudes of smartphone user. In particular, it examines how users brand knowledge and their self-image congruence can affect their brand attitudes towards smartphone products. Previous research indicates that brand knowledge and self-congruence can facilitate positive behavior and attitude towards products. This research used cross-sectional survey explanatory method and structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 smartphone user… Show more

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