The Influence Of Product Attributes On Brand Preference : The Moderating Role Of Salesmanship
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Date
2017-10
Authors
Siregar, Widyana Verawaty
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
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.
Description
Keywords
Influence Of Product Attributes On Brand Preference , Moderating Role Of Salesmanship