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Keywords: Identity centrality
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Journal Articles
Journal of Product & Brand Management (2024) 33 (1): 14–42.
Published: 13 September 2023
... and consumers’ brand preferences is moderated by power motivation and identity centrality. Originality/value This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism...
