Keywords: Customer identification
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Journal Articles

“Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism

Omar S. Itani
Journal: European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 1023–1066.
https://doi.org/10.1108/EJM-06-2019-0469
Published: 26 November 2020
... with their peers and competing brands have with their rivals. Individualism self-construal holds a dual role when interacting with customer identification. The study fills multiple gaps in the literature by examining additional effects of customer brand identification and peer identification and exploring...
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