Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
Previous literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones' own sensory perception of an ingroup (or outgroup) associated brand's product (i.e. sponsor) is seldom documented and little understood. Here, we...
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| Auteurs principaux: | , , , |
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| Format: | article |
| Langue: | EN |
| Publié: |
Public Library of Science (PLoS)
2021
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| Accès en ligne: | https://doaj.org/article/d83e79bc277e4d41a7f1a35fc26fd081 |
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