Handbook of Research on Identity Theory in Marketing (Research Handbooks in Business and Management series)

By Americus Reed II

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain.The Handbook explores [1] what makes an identity come to mind [2] what creates strong associations between identities and products [3] how consumers use brands to verify who they are or want to become [4] how consumption enhances or resolves conflict amongst identities and [5] how marketing and consumption becomes particularly relevant to particular identities. Each of these five principles are fully analyzed by a who's who of world-class international marketing scholars. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.

• Format: Paperback
• Language: English
• ISBN: 1800889496
• ISBN13: 9781800889491
• Release Date: June 2021
• Publisher: Edward Elgar Publishing
• Length: 496 Pages
• Weight: 1.70 lbs.
• Dimensions: 9.3" x 1.1" x 6.6"