Browsing Series of Dissertations by Author "Gaustad, Tarje"
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The Perils of Self-Brand Connections: Consumer Response to Changes in Brand Imageoppdrag
Gaustad, Tarje (Series of Dissertations;3/2015, Doctoral thesis, 2015-04-24)Companies commit considerable resources to build brand associations that resonate with consumers’ identities and facilitate strong consumer-brand bonds. This dissertation investigated a potential disadvantage of this popular ...