Nicola Stokburger-Sauer

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a r t i c l e i n f o Keywords: Consumer–brand identification Consumer self-identity Brand relationships Product category involvement The concept of consumer–brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities. This paper proposes and tests an integrative theoretical framework of(More)
The Internet and digital media have forced many individuals to change their attitudes and behaviours in nearly all aspects of life, including work and consumption. Other individuals, often younger, have grown up with digital media and seem not to have undergone changes in attitudes and behaviours. This research suggests, however, that age should not be used(More)
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