Impact of corporate reputation and personality congruence on consumers' choice of bank.

This research paper investigates the relationship of two aspects, bank's corporate reputation and the personality congruence between the bank and consumer, on consumer's choice of bank. Three local banks, specifically DBS, OCBC and UOB, are used for the purpose of this study. This paper fu...

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Bibliographic Details
Main Authors: Chang, Carina Yee Yin., Tran, Mai Anh., Yong, Vanessa Yu Zhen.
Other Authors: Yang Mei Ling
Format: Final Year Project
Language:English
Published: 2010
Subjects:
Online Access:http://hdl.handle.net/10356/21202
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Institution: Nanyang Technological University
Language: English