Blar i BI Open på forfatter "Fitzsimons, Gavan J."

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    • Too much of a good thing? Consumer response to strategic changes in brand image 

      Gaustad, Tarje; Samuelsen, Bendik Meling; Warlop, Luk; Fitzsimons, Gavan J. (Journal article; Peer reviewed, 2019)
      The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response ...