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

• المؤلف الرئيسي: Guillen, Nelson B., Jr.
• التنسيق: text
• منشور في: Animo Repository 2018
• الموضوعات: Facebook (Electronic resource); Consumer satisfaction; Self-perception; Marketing; Social Media
• الوصول للمادة أونلاين: https://animorepository.dlsu.edu.ph/faculty_research/9540
• المؤسسة: 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...