Journal of Secretary and Business Administration
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

Copyrights © 2018




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
685.624 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Journal of Secretary and Business Administration
Website

Abbrev

jsab

Publisher

Akademi Sekretari dan Manajemen Taruna Bakti

Subject

Arts Humanities Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Description

The history of the Journal Journal of Secretary and Business Administration (Henceforth JSAB) is established in June 2017. It is created as a medium for practitioners, lecturers, and researchers interested in studying the disciplines of secretary and business administration, both in theory and ...