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  1. Chapter and Conference Paper

    Identity Marketing: The Moderating Effect of Self-Construal and Product Category on Consumer Agency: An Abstract

    In this study, we conducted two experiments to explore the persuasive effects of identity-defining messages and identity-referencing messages under the influences of product category and self-construal when co...

    Ying-Ching Lin, An-Ni Su, Sheng-Hui Wang in Marketing Transformation: Marketing Practi… (2018)

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