Consumers' brand identity complexity : conceptualization and predictive ability
Year of publication: |
2017
|
---|---|
Authors: | Orth, Ulrich R. ; Rose, Gregory |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 2, p. 304-323
|
Subject: | Brand management | Emotion | Consumer identity | Social self | Konsumentenverhalten | Consumer behaviour | Markenführung | Persönlichkeitspsychologie | Personality psychology | Markenimage | Brand image |
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