E-Books →Handbook of Research on Identity Theory in Marketing

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.