Facebook group engagement, brand preference, and brand community: A moderated mediation analysis of smartphones

• Main Author: Guillen, Nelson B., Jr
• Format: text
• Published: Animo Repository 2020
• Subjects: Brand choice; Consumers' preferences; Smartphones; Branding (Marketing); Marketing; Social Media
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9541
• Institution: De La Salle University

This research aims to investigate the mediating effect of Facebook group engagement (FGE) in smartphone brand preference (BP) and brand community (BC). The extended self-congruity model was used in this study, which was operationalized by identifying self-congruity (SC), functional congruity (FC), b...