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Title: Influence of reference group on product and brand purchase decisions.
Authors: Leong, Mei Mei.
Lim, Wendy.
Ng, Sheau Yen.
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2000
Abstract: This study replicates Bearden and Etzel(1982) in the Singapore context with the objective of investigating Singaporeans' product and brand purchase decisions based on the interrelationships between two forms of product. conspicuousness and three types of reference group influence.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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