Accentuate the positive: how identity affects customer satisfaction

Purpose – The purpose of this research is to address an important gap in identity research – how does consumer identity affect satisfaction following an unambiguous product experience. Design/methodology/approach – Two experiments were conducted involving a product experience scenario and a service...

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Veröffentlicht in:	The Journal of consumer marketing 2014-08, Vol.31 (5), p.371-379
Hauptverfasser:	Ghosh Chowdhury, Tilottama, Desai, Kalpesh Kaushik, Bolton, Lisa
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Bias Brand loyalty Brand names Consumers Customer satisfaction Market research/consumer behaviour Marketing Self esteem Self expression
Online-Zugang:	Volltext
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