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 … congruity, the results revealed that symbolic image congruity had a negative impact on Chinese consumers' brand preference when …