Author: Markus Giesler
How Do Brand Leaders Become Charismatic?
How do brand leaders such as Vogue’s Anna Wintour or Tesla’s Elon Musk induce awe and inspiration among millions of consumers?
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Crafting the Identity Politics of Consumption
How do consumers whose identities have been devalued set out to contest this devaluation without becoming activists?
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April Issue: Voices Behind the Research
Authors and author teams from the Journal of Consumer Research April issue.
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