CONSUMER PERSONALITY-PRODUCT IMAGE CONGRUENCE: EVIDENCE FROM TAIWAN
Year of publication: |
2011
|
---|---|
Authors: | Wu, Yu-Chi ; Tsai, Chin-Shih ; Lo, Chia-Yun |
Published in: |
Global Journal of Business Research. - Vol. 5.2011, 5, p. 121-127
|
Subject: | Personality | product image | product preference | self-congruity |
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