When identity marketing backfires : consumer agency in identity expression
Amit Bhattacharjee; Jonah Berger; Geeta Menon
| Year of publication: |
2014
|
|---|---|
| Authors: | Bhattacharjee, Amit ; Berger, Jonah ; Menon, Geeta |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 41.2014/15, 2, p. 294-309
|
| Subject: | Markenführung | Brand management | Zielgruppe | Target group | Persönlichkeitspsychologie | Personality psychology | Werbewirkung | Advertising effects |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010401137