Promoting or protecting my brand: the identity-expression and fear-of-imitation conflict
Year of publication: |
2017
|
---|---|
Authors: | Thomas, Veronica L. ; Saenger, Christina |
Published in: |
Journal of Consumer Marketing. - Emerald Group Publishing Limited, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 34.2017, 1, p. 66-73
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Word of mouth | Identity | Reference groups | Consumer need for uniqueness | Self-brand connection |
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