Toward a better understanding of key determinants and consequences of masstige consumption

Jean Boisvert, George Christodoulides, M. Sajid Khan

Year of publication:	2023
Authors:	Boisvert, Jean ; Christodoulides, George ; Khan, M. Sajid
Published in:	Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 161.2023, p. 1-16
Subject:	Masstige consumption \| Ideal self-congruence \| Brand tribalism \| Inconspicousness \| Brand engagement \| Brand equity \| Brad happiness \| Konsumentenverhalten \| Consumer behaviour \| Markenimage \| Brand image \| Markenführung \| Brand management \| Markenartikel \| Brand \| Zufriedenheit \| Satisfaction

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