The Influence Of Product Attributes On Brand Preference : The Moderating Role Of Salesmanship

Siregar, Widyana Verawaty (2017) The Influence Of Product Attributes On Brand Preference : The Moderating Role Of Salesmanship. PhD thesis, Universiti Sains Malaysia.

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Abstract

The aim of this study is to understand how product attributes determine brand preference and to investigate the impact of utilitarian and hedonic attributes on brand preference. Furthermore, this study addresses how attitude towards brand and role of salesmanship in influencing brand preference.

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Pusat Pengajian Pengurusan (School of Management) > Thesis
Depositing User: Mr Aizat Asmawi Abdul Rahim
Date Deposited: 23 Oct 2020 02:36
Last Modified: 23 Oct 2020 02:36
URI: http://eprints.usm.my/id/eprint/47709

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