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Phillip assigns his rights under a contract with Maria to his college roommate,John. Neither Phillip nor John notifies Maria of the assignment. The assignment
Consumer Identity
Refers to the way individuals perceive themselves and express their individuality through their purchasing decisions and brand choices.
Communal Brand Forms
Brand forms that foster a sense of community among consumers, facilitating shared experiences and collective identification with the brand.
Key Authenticity Concern
A primary issue related to the genuine nature or veracity of a brand, product, or service, affecting consumer trust and perception.
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