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Excerpt from Business News Daily -- "'While people may be drawn to brands that fit their identity, they are also more likely to desire a sense of ownership and freedom in how they express that identity,' wrote Amit Bhattacharjee, Jonah Berger and Geeta Menon, co-authors of the study. 'Identity marketing that explicitly links a person's identity with a brand purchase may actually undermine that sense of freedom and backfire.'"

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