Marius Luedicke

University of Innsbruck - School of Management

Assistant Professor of Marketing

Austria

  • University of Innsbruck - School of Management

SCHOLARLY PAPERS

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Scholarly Papers (1)

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

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.
Number of pages: 17 Posted: 27 Jul 2014
Marius Luedicke, Craig Thompson and Markus Giesler
University of Innsbruck - School of Management, Wisconsin School of Business and Schulich School of Business
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Abstract:

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morality consumption, identity value, brands, branding, Hummer