Essays on Multiple Identities and Motivated Consumption: Exploring the Role of Identity Centrality on Self-brand Connections

Essays on Multiple Identities and Motivated Consumption: Exploring the Role of Identity Centrality on Self-brand Connections

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The results support a general importance of the role of identity centrality at both the individual and group levels, providing a catalyst for future studies examining the role of the self-concept in consumer behavior.questions addressing their (a) beliefs concerning the influence of the self-concept on brand consumption (b) perceptions of how they ... Table 3.2 Sample Interview Questions Domain: Brand Preference Can you name your favorite brands?


Title:Essays on Multiple Identities and Motivated Consumption: Exploring the Role of Identity Centrality on Self-brand Connections
Author: Tracy R. Harmon
Publisher:ProQuest - 2007
ISBN-13:

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