Social Identity Perspective on Brand loyalty

Hongwei He, Yan Li, Lloyd Harris

Research output: Contribution to journalArticle

227 Citations (Scopus)
Original languageEnglish
Pages (from-to)648-657
Number of pages10
JournalJournal of Business Research
Volume65
Issue number5
DOIs
Publication statusPublished - May 2011

Keywords

  • Brand identity
  • Brand loyalty
  • Company identity
  • Customer-brand identification
  • Social identity

Cite this