A Comparative Study of Self-congruity and Brand Personality on Customer Loyalty (Case study: Comparing Iranian Mobile Phone Brands and Chinese Mobile Phone Brands)
Studies have shown that brands like humans have distinctive character which distinguishes in mind of consumers. Researchers Today's, two streams of brand personality and Self-congruity have investigated. In this research the effect of both variables on loyalty is studied. Methodology The study...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2017-07-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_60167_72e74d080f191977999a871291dc8958.pdf |