When Identity Marketing Backfires: Consumer Agency in Identity Expression

Amit Bhattacharjee, JA Berger, G Menon

Research output: Contribution to journalArticleAcademicpeer-review

81 Citations (Scopus)
Original languageEnglish
Pages (from-to)294-309
Number of pages16
JournalJournal of Consumer Research
Volume41
Issue number2
DOIs
Publication statusPublished - 2014
Externally publishedYes

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