Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise.
- Resource Type
- Article
- Authors
- Jamal, Ahmad; Al-Marri, Mohammed
- Source
- Journal of Marketing Management; Sep2007, Vol. 23 Issue 7-8, p613-629, 17p, 1 Chart
- Subject
- CONSUMER preferences
BRAND choice
SELF-perception
PRODUCT positioning
FLEXIBLE specialization
EXPERTISE
SELF-congruence
- Language
- ISSN
- 0267257X
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