Can brands move in from the outside? : how moral identity enhances out-group brand attitudes
Year of publication: |
2013
|
---|---|
Authors: | Choi, Woo Jin ; Winterich, Karen Page |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 77.2013, 2, p. 96-111
|
Subject: | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Soziale Gruppe | Social group | Ethik | Ethics | Marketingmanagement | Marketing management | Theorie | Theory |
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