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Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment
ArticleAbstract: Why do some consumers evangelize brands and create value for them even without receiving any directPalabras claves:brand identification, Extra-role behavior, In-role behavior, Online brand community, Self-determination theoryAutores:Attila Pohlmann, Chen Q., He Y., Lee R.P., Wang Y.Fuentes:scopusStumbling into sustainability: The effectual marketing approach of Ecuadorian entrepreneurs to reframe masculinity and accelerate the adoption of slow fashion
ArticleAbstract: The prevalent business model of fast fashion has received widespread criticism for being antitheticaPalabras claves:Alternative masculinity, Effectuation, entrepreneurship, Fast fashion, Hegemonic masculinity, Slow fashion, SustainabilityAutores:Attila Pohlmann, Rodrigo Muñoz-ValenciaFuentes:scopus