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The impact of identity breadth on consumer preference for advanced products |
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| Authors: | Ying Ding Echo Wen Wan Jing Xu |
| Affiliation: | 1. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Beijing, China;2. Faculty of Business and Economics, University of Hong Kong, Pokfulam Road, Hong Kong;3. Guanghua School of Management, Peking University, No.5 Yiheyuan Road, Beijing, China |
| Abstract: | |
| Keywords: | Identity breadth Subjective knowledge Self‐esteem Product domain relevance Choice of advanced products |