Journal Article

Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding

Journal of Marketing
Author(s)

Alexander Chernev

Ryan Hamilton

David Gal

Date Published: 2011
Citations: Chernev, Alexander, Ryan Hamilton, David Gal. 2011. Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing. 66-82.