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“My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations

Vanitha Swaminathan, Karen Page Winterich, Zeynep Gürhan‐Canlı
Year2007
VenueJournal of Consumer Research
Typearticle
Citations543
DOI10.1086/518539
OpenAlexW2172777967

Topics

Consumer Behavior in Brand Consumption and IdentificationSelf construalInterdependenceConnection (principal bundle)AdvertisingPsychology