Dommer, Sara Loughran; Swaminathan, Vanitha; Ahluwalia, … - In: Journal of Consumer Research 40 (2013) 4, pp. 657-657
While a substantial body of research suggests that belongingness needs motivate consumers to use brands to assimilate with a reference group, relatively less attention has been devoted to understanding when and why consumers use brands to differentiate themselves from the group. The current...
