Does facebook group engagement moderate smartphone brand preference?: An analysis using structural equation modeling
The purpose of this research is to investigate the moderating effect of Facebook group engagement (FGE) in smartphone brand preference. The path analytic model was used in this study, which was operationalized by identifying self-congruity (SC), functional congruity (FC), and brand preference (BP)....
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| Main Author: | |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2018
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_masteral/5595 |
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| Institution: | De La Salle University |
| Language: | English |