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

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

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...