Kleine, Robert E.; Kleine, Susan Schultz; Ewing, Douglas R. - In: European Journal of Marketing 51 (2017) 11/12, pp. 1876-1895
Purpose This paper aims to provide evidence that theory-based effects of role-identity cultivation stages on self-symbolizing consumption activities do exist. Design/methodology/approach Specific focus is placed upon differing motives between rookie versus veteran role-identity actors and how...