Deciphering consumer commitment : exploring the dual influence of self-brand and self-group relationships
Brittney C. Bauer, Brad D. Carlson, Mark J. Arnold
| Year of publication: |
2023
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|---|---|
| Authors: | Bauer, Brittney C. ; Carlson, Brad D. ; Arnold, Mark J. |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 12, p. 2539-2558
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| Subject: | brand switching | commitment | consumer-brand relationships | positive word-of-mouth | price premium | social identity theory | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing | Persönlichkeitspsychologie | Personality psychology | Markenführung | Brand management | Markenartikel | Brand | Mitarbeiterbindung | Employee retention |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21901 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014432499