When a Threat to the Brand Is a Threat to the Self: The Importance of Brand Identification and Implicit Self-Esteem in Predicting Defensiveness

M Lisjak, A Y Lee, W L Gardner

Research output: Contribution to journalArticleAcademicpeer-review

65 Citations (Scopus)
Original languageEnglish
Pages (from-to)1120-1132
Number of pages13
JournalPersonality and Social Psychology Bulletin
Issue number9
Publication statusPublished - 2012

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