articleInternational Journal of Research in MarketingSep 23, 2012Closed access

Drivers of consumer–brand identification

NSNicola Stokburger-SauerSRS. RatneshwarSSSankar Sen

Universität Innsbruck · University of Missouri · +1 more institution

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Abstract

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831
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39.95
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100%
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119
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Authors

3

Topics & keywords

Topics
Keywords
  • Optimal distinctiveness theory
  • Moderation
  • Brand loyalty
  • Brand management
  • Identification (biology)
  • Brand awareness
  • German
  • Business
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