Brand mergers: How attitudes influence consumer identity preferences

Machado, Joana Cesar; Lencastre, Paulo; Dionísio, Pedro; Vacas-de-Carvalho, Leonor

http://hdl.handle.net/10400.14/14518

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Authors

Machado, Joana Cesar

Lencastre, Paulo

Dionísio, Pedro

Vacas-de-Carvalho, Leonor

URI

http://hdl.handle.net/10400.14/14518

Citation

MACHADO, J.C. - Brand mergers: How attitudes influence consumer identity preferences. In 41th EMAC Conference - Marketing for Citizens, Going Beyond Customers and Consumers, Lisbon, Portugal, 22-25 May 2012. In RITA, Paulo (Ed.) - EMAC 2012 Conference and Programme Chair. Lisbon: ISCTE Business School, 2012. ISBN 978-989-732-004-0. p. 153