Bhattacharjee, Amit; Berger, Jonah; Menon, Geeta - In: Journal of Consumer Research 41 (2014) 2, pp. 294-294
Consumers prefer brands positioned around identities they possess. Accordingly, the consumer identity literature emphasizes the importance of a clear fit between brands and target identities, suggesting that identity marketing that explicitly links brands to consumer identity should be most...
