Exploring social motivations for brand loyalty: Conformity versus escapism

Journal of Brand Management

Volumn 18, Issue 7, 2011, Pages 457-472

  Labrecque, Lauren I ^a   Krishen, Anjala S ^b   Grzeskowiak, Stephan ^c  

^a NORTHERN ILLINOIS UNIVERSITY   (United States)

^b UNIVERSITY OF NEVADA   (United States)

^c NEOMA BUSINESS SCHOOL   (France)

Author keywords

brand loyalty; conformity; escapism; self image congruence; social motivation

Indexed keywords

EID: 79955798759     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2011.12     Document Type: Article

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