When identity marketing backfires Consumer agency in identity expression.

Detalhes bibliográficos
Publicado no:	Journal of consumer research : an interdisciplinary quarterly V. 41, 1,2 (2014).
Autor principal:	Bhatacharjee, Amit
Formato:	Artigo
Idioma:	English
Assuntos:	Brand preferences. Market positioning. Brand identification. Consumer behavior.