Czellar, Sandor; Sprott, David E.; Spangenberg, Eric R.; … - HEC Paris (École des Hautes Études Commerciales) - 2009
Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing brands in this fashion. A recent view of...