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Browsing Thesis/Dissertation Repository Karachi Campus by Subject "Self-image congruity, Self-concept, Brand image, Ideal self-image, Actual Self-image, Brand preference."
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Haroon, Shaheera Reg # 16448
(Bahria University Karachi Campus, 2014)
Purpose- the aim of this study was to analyze the effect of congruence between consumer self-image
and their perceived brand image on mobile phone brand preference of consumers in Pakistan. As
many studies done in this ...