Consumer loyalty towards mobile phone brands.

• المؤلفون الرئيسيون: Ong, Huichan., Tan, Leonard Chin Yang., Tan, Cindy Xinni.
• مؤلفون آخرون: Lam, Shun Yin
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/9966

This research branches out from common literature on consumer behavioural loyalty of mobile phone brands. It delved into the inclusion of need of cognition as an individual characteristic to provide a different perspective. The moderating effect of need for cognition was tested on the relationship b...