Brand Image as a Function of Self-Image and Self-Brand Connection
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References listed on IDEAS
- Leilei Gao & S. Christian Wheeler & Baba Shiv, 2009. "The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence," Journal of Consumer Research, Oxford University Press, vol. 36(1), pages 29-38, June.
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More about this item
KeywordsBrand Image Self-image congruence; clothing; consumption; socialization agents; brands; self-brand connection; Consumer-brand relationship;
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