Razmus, Wiktor; Mazzoli, Valentina; Acuti, Diletta; … - In: Journal of Consumer Marketing 37 (2020) 7, pp. 785-794
Purpose: The study aims to shed light on cross-country comparisons of brand engagement in self-concept (BESC) among consumers from European countries and to link presumed differences with country-level economic growth and materialism. This study contributes to the literature on the...