"I" seek differentiation and "we" seek assimilation: the impact of self-expressive customization on consumers' willingness to pay a premium.
| Autor: | Lei, Shaohui1 (AUTHOR) leishaohui123@163.com, Wang, Xianqing2 (AUTHOR) kesum@126.com, Peng, Leiqing3 (AUTHOR) pengleiqing@126.com, Guo, Yulang4 (AUTHOR) larryguo0620@gdufe.edu.cn |
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| Zdroj: | Journal of Product & Brand Management. 2021, Vol. 30 Issue 5, p691-706. 16p. |
| Databáze: | Business Source Ultimate |
| Externí odkaz: |
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