Understanding the effect of Facebook in the relationship of self-concept and brand image on smartphone brand satisfaction

• Main Author: Guillen, Nelson B., Jr.
• Format: text
• Published: Animo Repository 2018
• Subjects: Facebook (Electronic resource); Consumer satisfaction; Self-perception; Marketing; Social Media
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9540
• Institution: De La Salle University

The purpose of this research is to investigate the effect of Facebook in the relationship of self-concept and brand image on smartphone brand satisfaction which was operationalized by identifying self-congruity (SC), behavior (B), and brand satisfaction (BS). The SBI model was used in this study. Th...