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Consumers’ brand identity complexity: conceptualization and predictive ability

Orth, Ulrich R.; Rose, Gregory M. - In: European Journal of Marketing 51 (2017) 2, pp. 304-323

Purpose This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of identity complexity which focus on the degree of...

Persistent link: https://www.econbiz.de/10014724055