Brand relationships and self-identity : consumer use of celebrity meaning to repair a compromised identity
Year of publication: |
2015
|
---|---|
Authors: | Escalas, Jennifer Edson ; Bettman, James R. |
Published in: |
Strong brands, strong relationships. - London : Routledge, ISBN 978-1-138-78683-7. - 2015, p. 81-94
|
Subject: | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | Celebrity-Werbung | Celebrity endorsement | Markenführung | Brand management |
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