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Love, desire, and identity : a conditional integration theory of the love of things
Ahuvia, Aaron C.; Batra, Rajeev; Bagozzi, Richard P. - In: Handbook of brand relationships, (pp. 342-357). 2009
Persistent link: https://www.econbiz.de/10003915638
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An extended model of preference formation between global and local brands : the roles of identity expressiveness, trust, and affect
Xie, Yi; Batra, Rajeev; Peng, Siqing - In: Journal of international marketing 23 (2015) 1, pp. 50-71
Persistent link: https://www.econbiz.de/10010520814
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Uncertainty evokes consumers' preference for brands incongruent with their global-local citizenship identity
Ng, Sharon; Faraji-Rad, Ali; Batra, Rajeev - In: Journal of marketing research 58 (2021) 2, pp. 400-415
Persistent link: https://www.econbiz.de/10012492717