I am not what I like endorsing brands on social media negatively affects consumers' self-evaluation

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Bibliographische Detailangaben
Veröffentlicht in:Journal of interactive marketing
1. Verfasser: Bernritter, Stefan F. (VerfasserIn)
Weitere Verfasser: Loermans, Annemijn C. (VerfasserIn), Eigenraam, Anniek W. (VerfasserIn), Verlegh, Peeter (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2022
Schlagworte:
online brand endorsements > social comparison theory > assimilation and contrast effects > self-evaluation > social media > brand perosnality > consumer identity > Aufsatz in Zeitschrift
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