‘We’ are more likely to endorse than ‘I’: The effects of self-construal and brand symbolism on consumers’ online brand endorsements
作者： Stefan F. Bernritter , Annemijn C. Loermans , Peeter W.J. Verlegh , Edith G. Smit
DOI: 10.1080/02650487.2016.1186950
关键词:
摘要: Recent research increasingly highlights that consumers engage in online brand endorsements (eg Facebook likes) to signal their identity, but has failed to explain why …
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