Better or different? : how mimicry by social groups shapes consumers' preference for differentiated brands
Xia Jiang, Fengyi Deng, Qing Yao, Defeng Yang
| Year of publication: |
2024
|
|---|---|
| Authors: | Jiang, Xia ; Deng, Fengyi ; Yao, Qing ; Yang, Defeng |
| Subject: | Horizontal brands | Mimicry | Self-expression | Status | Vertical brands | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Soziale Gruppe | Social group |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-024-00354-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192446