The Impact of Time and Frequency of Use on Self-Brand Overlap
<p> Researchers have studied consumer-brand relationships through two theoretical lenses: One looks at the brand as an agent in a relationship and the other looks at the brand as a tool for identity management. This study used self-expansion theory and the inclusion of the other into the self...
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| Language: | EN |
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Fielding Graduate University
2019
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| Online Access: | http://pqdtopen.proquest.com/#viewpdf?dispub=13856978 |