haku: @journal_id 1474 / yhteensä: 134
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| Tekijä: | Ericksen, M. |
| Otsikko: | Using self-congruity and ideal congruity to predict purchase intention: a European perspective |
| Lehti: | Journal of Euromarketing
1996 : VOL. 6:1, p. 41-56 |
| Asiasana: | MARKETING PURCHASING PREDICTION THEORY |
| Kieli: | eng |
| Tiivistelmä: | The changing environment in Europe opens up new market opportunities for consumer product firms. This change challenges firms to approach decision making with the aid of strategic marketing, including knowledge of consumer reactions to products. Since self-concept and image congruity are important to understand consumer behaviour, the study was conducted to determine the self-image/product image of European consumers related to an American automobile, the Ford Escort. Results indicated that a relationship does exist between self-image/ product-image congruity and intention to purchase. |
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