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Keywords: Self‐expansion model
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Journal Articles
Journal of Product & Brand Management (2011) 20 (4): 297–308.
Published: 19 July 2011
...Hemant Patwardhan; Siva K. Balasubramanian Purpose This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty...
