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Emotional Branding and the Strategic Value of the Doppelgänger Brand Image
Thompson, Craig J., (2006)
Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths
Arsel, Zeynep, (2011)
Demythologizing consumption practices : how consumers protect their field-dependent identity investments from devaluing marketplace myths