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Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands

Sara Loughran Dommer, Vanitha Swaminathan, Rohini Ahluwalia
Year2013
VenueJournal of Consumer Research
Typearticle
Citations98
DOI10.1086/671763
OpenAlexW2108079269

Topics

Consumer Behavior in Brand Consumption and IdentificationBelongingnessTastePsychologyInclusion (mineral)Social psychology