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Brand tribalism and self-expressive brands: social influences and brand outcomes
Purpose - This study aims to examine the relationship between social influence and consumers' self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive ...
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes
Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test ...