When identity marketing backfires Consumer agency in identity expression.

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.