Keywords: Ownership
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Journal Articles
Journal of Consumer Marketing (2025) 42 (7): 980–995.
Published: 04 September 2025
... identity extension. The sentimental experience of wearing a wedding dress in the special moment, makes rental a valid choice (Mukendi and Henninger, 2020). These practices allow brides to express their self-concept (self-signalling) without ownership, enabling adaptable, liquid transformation...

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