Ditemukan 1 dokumen yang sesuai dengan query
Indah Pramasari
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The consumer behavior literature has increasingly shown that brand attitude or evaluation is not only determined by functional facets of the brand but also by symbolic criteria. The motivation to express their own self is often driven consumers to purchase goods and services. Self congruence refers to the match between consumers? self concept and the user image of a given product, brand, store, etc. Cigarette is chosen here as there are many teenagers who become ...
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Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2008
S-Pdf
UI - Skripsi Open Universitas Indonesia Library
