Identity brand avoidance: How is it manifested in social media?
Existing research on brand symbolic consumption mainly focuses on brand approach; the phenomenon being explained by the theory of self congruity, i.e. consumers would approach brands whose image is congruent to their actual or ideal self. On the other hand, identity brand avoidance, has been object...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2011
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| Online Access: | https://eprints.nottingham.ac.uk/25081/ |