When identity marketing backfires Consumer agency in identity expression.

When identity marketing backfires Consumer agency in identity expression.

Bibliografische gegevens
Gepubliceerd in:Journal of consumer research : an interdisciplinary quarterly V. 41, 1,2 (2014).
Hoofdauteur: Bhatacharjee, Amit
Formaat: Artikel
Taal:English
Onderwerpen:
Brand preferences.
Market positioning.
Brand identification.
Consumer behavior.