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Keywords: Symbolic and functional congruity
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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
... image establishes a brand's position and improves the brand's market performance (Shocker and Srinivasan, 1979 ; Wind, 1973). © Emerald Group Publishing Limited 2012 Brand image Brand preference Brand management Auto market Symbolic and functional congruity China An executive...
