When Identity Marketing Backfires: Consumer Agency in Identity Expression

Research output: Contribution to journal › Article › Academic › peer-review

135 Citations (Scopus)

Original language	English
Pages (from-to)	294-309
Number of pages	16
Journal	Journal of Consumer Research
Volume	41
Issue number	2
DOIs	https://doi.org/10.1086/676125
Publication status	Published - 2014
Externally published	Yes

Research programs

@article{3f6432d69c25403ab7e7128753985ff0,

title = "When Identity Marketing Backfires: Consumer Agency in Identity Expression",

author = "Amit Bhattacharjee and JA Berger and G Menon",

year = "2014",

doi = "10.1086/676125",

language = "English",

volume = "41",

pages = "294--309",

journal = "Journal of Consumer Research",

issn = "0093-5301",

publisher = "Oxford University Press",

number = "2",

}