When identity marketing backfires Consumer agency in identity expression.

Bibliographische Detailangaben
Veröffentlicht in:	Journal of consumer research : an interdisciplinary quarterly V. 41, 1,2 (2014).
1. Verfasser:	Bhatacharjee, Amit
Format:	Artikel
Sprache:	English
Schlagworte:	Brand preferences. Market positioning. Brand identification. Consumer behavior.