Aguirre-Rodriguez, Alexandra; Bóveda-Lambie, Adriana M.; … - In: Journal of Business Research 67 (2014) 4, pp. 457-463
This research uses a social identity theory approach to investigate the impact of cultural identity on ethnic consumer response to ethnic crossover brand extensions—brands associated with one ethnic group that crossover into a product category associated with another ethnic group (e.g.,...