When identity marketing backfires Consumer agency in identity expression.

Manylion Llyfryddiaeth
Cyhoeddwyd yn:	Journal of consumer research : an interdisciplinary quarterly V. 41, 1,2 (2014).
Prif Awdur:	Bhatacharjee, Amit
Fformat:	Erthygl
Iaith:	English
Pynciau:	Brand preferences. Market positioning. Brand identification. Consumer behavior.