Hu, Jing; Liu, Xin; Wang, Sijun; Yang, Zhilin - In: Journal of Product & Brand Management 21 (2012) 1, pp. 26-34
Purpose – This study aims to examine the role of functional and symbolic image congruity in Chinese consumers' brand preferences in the auto market, and the role of brand familiarity in moderating the relationship between brand image congruity and consumers' preferences....
