An alternative model of self-congruity for Islamic banking customers: a multi-dimensional approach / Jamaliah Mohd. Yusof, Shahira Ariffin and Atiqah Nabila Abu Hanipah
The concept of congruity between self-image and image of an object such as product, brand, or retailers has dominated many discussions among marketing and retailing authors. The congruity between the two variables is found to influence preference, choice, loyalty, purchase intention, and patronage i...
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| Main Authors: | , , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Research Innovation Business Unit
2014
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/73307/1/73307.pdf https://ir.uitm.edu.my/id/eprint/73307/ http://www.iidex.com.my |
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