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When Identity Marketing Backfires: Consumer Agency in Identity Expression
Authors:
Bhattacharjee, Amit Berger, Jonah Menon, Geeta
Citation:
Bhattacharjee, Amit et al., When Identity Marketing Backfires: Consumer Agency in Identity Expression, Journal of consumer research JCR;Consumer research , 41(2), 2014, pp. 294-309
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