Handbook of Research on Identity Theory in Marketing (Research Handbooks in Business and Management series)
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- Synopsis
- 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.
- Copyright:
- 2019
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9781788117739
- Related ISBNs:
- 9781788117722
- Publisher:
- Edward Elgar Publishing
- Date of Addition:
- 09/23/20
- Copyrighted By:
- N/A
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Reference, Business and Finance, Psychology, Sociology
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
- Edited by:
- Americus Reed
- Edited by:
- Mark Forehand
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- by Americus Reed
- by Mark Forehand
- in Nonfiction
- in Reference
- in Business and Finance
- in Psychology
- in Sociology