A multinational examination of the symbolic-instrumental framework of consumer-brand identification

Journal of International Business Studies

Volumn 43, Issue 3, 2012, Pages 306-331

  Lam, Son K ^a   Ahearne, Michael ^b   Schillewaert, Niels ^c  

^a UNIVERSITY OF GEORGIA   (United States)

^b UNIVERSITY OF HOUSTON   (United States)

^c VLERICK BUSINESS SCHOOL   (Belgium)

Author keywords

branding and brand management; consumer brand identification; multicultural; partial least squares; social identity theory; survey research

Indexed keywords

EID: 84859069737     PISSN: 00472506     EISSN: 14786990     Source Type: Journal    
DOI: 10.1057/jibs.2011.54     Document Type: Article

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