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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.
The research is intended to apply the two-factor theory that focuses on inner employees' satisfaction of a firm to external customers' satisfaction with the service guarantee for online stores. Content analysis is used to identify the hygiene items and motivation items of service guarantee by analyzing feedbacks from customers about the services based on the service guarantee items collected from...
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