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Keywords: Dissociative reference groups
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Journal Articles
Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (1): 32–40.
Published: 11 January 2016
... depending on both, their self-brand connection and the influence of reference groups. If a consumer feels a strong connection with a brand and this brand is used by a dissociative reference group, the consumer will not attribute high symbolic meaning to that brand. The same is valid if the consumer’s...
