Douglas Ewing

Bowling Green State University - College of Business Administration

Bowling Green, OH 43403

United States

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Self-Congruence is Not Everything for a Brand: Initial Evidence Supporting the Relevance of Identity Cultivation in a College Student Role-Identity Context

Journal of Brand Management, Vol. 24, Issue 5, 2017
Number of pages: 18 Posted: 07 May 2018
Douglas Ewing and Chris T. Allen
Bowling Green State University - College of Business Administration and University of Cincinnati - Lindner College of Business
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Abstract:

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role-identity, identity cultivation, symbolic self-completion, branding meaning, brand resonance