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Saving Your Self: How Identity Relevance Influences Product Usage

Daniel Sheehan, Sara Loughran Dommer
Year2019
VenueJournal of Consumer Research
Typearticle
Citations20
DOI10.1093/jcr/ucz037
OpenAlexW2969952063

Topics

Consumer Behavior in Brand Consumption and IdentificationModerationIdentity (music)Relevance (law)MediationProduct (mathematics)