A study on the strength and harmony of ties on contribution to a purchase decision.

• Main Authors: Teo, Marianne Wei Lin., Cheong, Wai Kit., Liu, Elisa Wen Bin.
• Other Authors: Tan Brian Roy
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/35473
• Institution: Nanyang Technological University

The true nature of tie strength has been contentiously debated in the literature, with findings showing that the stronger the characteristics of tie strength, the more valuable the relationship (Triandis, Bontempo, Villareal, Asai, & Lucca, 1988). However, other findings have shown that the cont...