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Keywords: Auto market
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Journal Articles
The role of brand image congruity in Chinese consumers' brand preference
Available to Purchase
Journal of Product & Brand Management (2012) 21 (1): 26–34.
Published: 24 February 2012
...Jing Hu; Xin Liu; Sijun Wang; Zhilin Yang Purpose This study aims to examine the role of functional and symbolic image congruity in Chinese consumers' brand preferences in the auto market, and the role of brand familiarity in moderating the relationship between brand image congruity and consumers...
