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Search: subject:"identity-based consumption"
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Brand management
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identity-based consumption
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Consumer behaviour
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brand activism
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choice share
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consumers’ preference
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identity salience
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Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
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Consumers' preference for brand prominence in the context of
identity-based
consumption
for self versus for others : the role of self-construal
Zhang, Zhe
;
Liu, Xinyi
- In:
Journal of global scholars of marketing science : …
32
(
2022
)
4
,
pp. 530-553
Persistent link: https://www.econbiz.de/10013415456
Saved in:
2
Should your brand pick a side? : how market share determines the impact of corporate political advocacy
Hydock, Chris
;
Paharia, Neeru
;
Blair, Sean
- In:
Journal of marketing research
57
(
2020
)
6
,
pp. 1135-1151
Persistent link: https://www.econbiz.de/10012391117
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