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Self-Construal, Reference Groups, and Brand Meaning JENNIFER EDSON ESCALAS JAMES R. BETTMAN* We propose that consumers purchase brands in part to construct their selfconcepts and, in so doing, form self-brand connections
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Document Date: 2006-09-18 13:31:05
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Self-Construal, Reference Groups, and Brand Meaning JENNIFER EDSON ESCALAS JAMES R. BETTMAN* We propose that consumers purchase brands in part to construct their selfconcepts and, in so doing, form self-brand connections