About this document
Self-Congruity and Nokia Loyalty by Nehto Jhan is a document available to read on EtoBox.
This document summarizes a research study on the influence of self-congruity on brand loyalty for Nokia cellphone users in Indonesia. 200 respondents participated in a study that used structural equation modeling to test eight hypotheses about the relationships between self-congruity, functional congruity, product involvement, brand relationship quality, and brand loyalty. The results indicated that self-congruity directly influences brand loyalty for Nokia users, but functional congruity does not directly
- Author
- Nehto Jhan
- Language
- EN