Influence of reference group on product and brand purchase decisions.

• Main Authors: Leong, Mei Mei., Lim, Wendy., Ng, Sheau Yen.
• Other Authors: Piron, Francis Maurice Valery
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/11093
• Institution: Nanyang Technological University

This study replicates Bearden and Etzel(1982) in the Singapore context with the objective of investigating Singaporeans' product and brand purchase decisions based on the interrelationships between two forms of product. conspicuousness and three types of reference group influence.