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Description:: According to Lisjak, Lee, and Gardner (2012), a threat to a brand can elicit the same response as a threat to the self. The current research examined whether people react differently to brand threats as a function of East Asian versus North American culture and as a function of whether...
Keyword:: defense, self-brand connection, brand, Culture, identification, and East Asian
Subject:: Psychology
Creator:: Jiaqi Yu
Owner:: Scholarly Digital Publishing
Date Uploaded:: 04/20/2018
Date Modified:: 04/20/2018
Date Created:: 2017-06-06
Resource Type:: Research Paper

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