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144

См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).

145

Norihiko Shirouzu, «Japan’s High School Girls Excel in Art of Setting Trends», Wall Street Journal, April 27, 1998, pp. B1–B6.

146

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148

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149

Аноним, «Retailers Learn That Electronics Shopping Isn’t Just a Guy Thing», Wall Street Journal, January 15, 2004, p. D3.

150

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151

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152

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153

Courtney Kane, «TV and Movie Characters Sell Children Snacks», New York Times , December 8, 2003, p. C7.

154

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155

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156

Jennifer Aaker, «Dimensions of Measuring Brand Personality», Journal of Marketing Research 34 (August 1997): 347—356.

157

Timothy R. Graeff, «Consumption Situations and the Effects of Brand Image on Consumer’s Brand Evaluations», Psychology & Marketing 14, no.1 (1997): 49—70; Timothy R. Graeff, «Image Congruence Effects on Product Evaluation: The Role of Self-Monitoring and Public/ Private Consumption», Psychology & Marketing 13, no. 5 (1996): 481—499.

158

Jennifer Aaker, «The Malleable Self: The Role of Self-Expression in Persuasion», Journal of Marketing Research 36, no. 2, (1999): 45—57.

159

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160

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161

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