Thomas Marchlewski

Deutsche Telekom AG

Manager Corporate Strategy

Friedrich-Ebert-Allee 140

Bonn, NRW 53113

Germany

University of Cologne

Ph.D. Student

Albertus-Magnus-Platz

Cologne, 50923

Germany

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Social Identity and Product Evaluation

Number of pages: 31 Posted: 30 Nov 2006
Thomas Marchlewski, Joachim Vosgerau and Detlef Fechtenhauer
Deutsche Telekom AG, Bocconi University and University of Cologne
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Abstract:

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Product Testing, Consumer Behavior, Social Identity Theory, Brand Preference, Product Positioning, Terror Management Theory