Article(electronic) SSRN2010

Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict

In: Luedicke, Marius K., Craig J. Thompson and Markus Giesler (2010), "Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict," Journal of Consumer Research, 36 (April), 1016-1032.

Luedicke, Marius; Thompson, Craig; Giesler, Markus

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