Jurnal Sekretaris & Administrasi Bisnis
Vol 2 No 1 (2018): Jurnal Sekretaris dan Administrasi Bisnis

The Role of Consumer's Self-Congruence in the Formation of Brand Attitude

Ali Mohamad Rezza (Politeknik Pos Indonesia)

Article Info

Publish Date
26 Feb 2018

Abstract

This study examines the brand attitudes of smartphone user. In particular, it examines how users self-image congruence can affect their brand attitudes towards smartphone products. Previous research indicates that 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 users in Bandung. Results indicate that self' congruence was a good predictor of user's brand attitude. Keywords: Brand Attitude, Self-image Congruence, Smartphone Market, Consumer Study

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Journal Info
Jurnal Sekretaris & Administrasi Bisnis
Website

Abbrev

jsab

Publisher

Universitas Taruna Bakti

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Sekretaris dan Administrasi Bisnis (JSAB) is an open access journal. It is a journal run by Academy of Secretary and Management Taruna Bakti. It acts as a medium to facilitate lecturers and researchers as well as practitioners interested in studying the disciplines of secretary and business ...