When identity marketing backfires Consumer agency in identity expression.

When identity marketing backfires Consumer agency in identity expression.

Podrobná bibliografie
Vydáno v:Journal of consumer research : an interdisciplinary quarterly V. 41, 1,2 (2014).
Hlavní autor: Bhatacharjee, Amit
Médium: Článek
Jazyk:English
Témata:
Brand preferences.
Market positioning.
Brand identification.
Consumer behavior.