The results support a general importance of the role of identity centrality at both the individual and group levels, providing a catalyst for future studies examining the role of the self-concept in consumer behavior.onea#39;s hopes, fears, goals and identities (Aaker 1999). Second, conflicting traits may exist in an individuala#39;s self-concept. For example, a consumer might think of himself as both highly intelligent and unaccomplished. The relative accessibility ofanbsp;...
|Title||:||Essays on Multiple Identities and Motivated Consumption: Exploring the Role of Identity Centrality on Self-brand Connections|
|Publisher||:||ProQuest - 2007|