Consumer loyalty towards mobile phone brands.

• Main Authors: Ong, Huichan., Tan, Leonard Chin Yang., Tan, Cindy Xinni.
• Other Authors: Lam, Shun Yin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9966
• Institution: Nanyang Technological University

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...