Consumer identity work as moral protagonism How myth and ideology animate a brand-mediated moral conflict.

Consumer identity work as moral protagonism How myth and ideology animate a brand-mediated moral conflict.

Bibliographic Details
Published in:Journal of consumer research V. 36, 5-6 (2010).
Main Author: Luedicke, Marius K.
Format: Article
Language:English
Subjects:
Morality.
Consumer behavior.
Consumption.