Affiliation:
1. Pennsylvania State University.
Abstract
Similarities of brand images with self images were tested to determine differences between (a) most preferred and least preferred brands, (b) socially consumed and privately consumed products, and (c) real-self and ideal-self image relationships.
Subject
Marketing,Economics and Econometrics,Business and International Management
Reference11 articles.
1. DouglasJohn, FieldGeorge A., and TarpeyLawrence X., Human Behavior in Marketing, Columbus: Charles E. Merrill Books, Inc., 1967, 66.
2. Psychological and Objective Factors in The Prediction of Brand Choice Ford Versus Chevrolet
3. MartineauPierre, Motivation in Advertising, New York: McGraw-Hill Book Company, Inc. 1957, 45.
Cited by
152 articles.
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