# Consumers’ brand identity complexity: conceptualization and predictive ability

> Research article (European Journal of Marketing, 2017) · cited 17× · AI/ML

**Wikidata**: [openalex:W2582460570](https://www.wikidata.org/wiki/openalex:W2582460570)  
**Source**: https://4ort.xyz/entity/consumers-brand-identity-complexity-conceptualization-and-predictive-ability