The nature and effects of consumer identity fusion in consumer-brand relationships
While existing literature describes strong brand relationships along several dimensions, this research sheds light on the identity perspective of brand relationships through the lens of consumer identity fusion, aiming to understand the extent to which consumers incorporate brands into their self-pe...
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| Format: | Others |
| Language: | en_US |
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2013
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| Online Access: | http://hdl.handle.net/2152/22095 |