Title :
Reference Group Influence on Desired Self-Brand Congruency in Mobile Phone Purchasing Behaviors: An Empirical Study in China
Author :
He Jia ; Wang, Yonggui ; Liu, Jiayuan
Author_Institution :
Dept. of Marketing, Nanjing Univ., Nanjing
Abstract :
Using structural equation modeling, this study explores the internal mechanism of how reference group exerts its influence on desired self-brand congruency, contributing to the knowledge of how to make more effective symbolic appeals employed by marketing communications in the mobile phone market.
Keywords :
consumer behaviour; mobile handsets; purchasing; marketing communications; mobile phone market; mobile phone purchasing behaviors; reference group influence; self-brand congruency; structural equation modeling; Advertising; Decision making; Equations; Finance; Helium; Manufacturing; Mobile communication; Mobile handsets; Psychology; Uncertainty;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2007. WiCom 2007. International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4244-1311-9
DOI :
10.1109/WICOM.2007.1591
