Brand or friend? A study on relational mobility as the mediator between stress and brand identification

With possessions’ imperative role in society today, it is not surprising that individuals have been accustomed to form bonds with their favorite brand. This identification has been demonstrated possible to replace social identification, which is essential to an individual’s self-concept and self-wor...

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Bibliographic Details
Main Author: Chi, Boon See
Other Authors: Kenichi Ito
Format: Final Year Project
Language:English
Published: 2017
Subjects:
Online Access:http://hdl.handle.net/10356/70607
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Institution: Nanyang Technological University
Language: English