Handbook of Research on Identity Theory in Marketing

The Handbook of Research on Identity Theory in Marketing provides cutting-edge research on the origins and consequences of identity loyalty, organized around five basic identity principles. It is a comprehensive and practical guide for academics, brand managers, marketers, public policy advocates, and consumers. Contributors include world-class international marketing scholars.

Format: Paperback / softback
Length: 496 pages
Publication date: 18 June 2021
Publisher: Edward Elgar Publishing Ltd

The Handbook of Research on Identity Theory in Marketing presents groundbreaking research that delves into the origins and implications of identity loyalty, organizing these insights around five fundamental identity principles that apply across nearly every aspect of consumer marketing.

In its exploration, the Handbook seeks to answer crucial questions such as what triggers the formation of identities and how strong associations are established between identities and products. It also examines how consumers utilize brands to affirm their self-perception or desired identity, how consumption plays a role, enhancing or resolving conflicts among identities, and how marketing and consumption become particularly relevant to specific identities.

To provide a comprehensive and up-to-date treatment of identity and marketing, this Handbook features the expertise of a distinguished group of world-class international marketing scholars. Each of the five principles is thoroughly analyzed by these scholars, contributing to the Handbook
depth and richness of the content.

Designed as an authoritative and practical guide for academics, brand managers, marketers, public policy advocates, and intellectually curious consumers alike, The Handbook of Research on Identity Theory in Marketing offers a comprehensive and cutting-edge exploration of the complex interplay between identity and marketing.

Contributors to this Handbook of Research on Identity Theory in Marketing include:

J. Angle, K. Aquino, J.J. Argo, A. Barasch, D.A. Briley, L.N. Chaplin, S. Chen, N.V. Coleman, S. Connors, S.W. Dagogo-Jack, D.W. Dahl, S. Danziger, K.G. DeMarree, K. Diehl, S.L. Dommer, L. Dunn, K.M. Durante, J. Edson Escalas, I. Gallo, T. Gaustad, M. Graso, L. Grewal, V. Griskevicius, G.R. Henderson, T. Hill, K.C. Husemann, G.V. Johar, A.C. Jones, K. Jung, K.L. Kettle, C. Lamberton, J. Laran, C. Lelchuk, E. Leung, T.M. Lowrey, B. McFerran, R. Mehta, A.C. Morales, H. Nikolova, E. Ok, J.G. Olson, G. Paolacci, A.W. Perkins, S. Puntoni, T. Rank-Christman, R. Scott, J. Shang, L.J. Shrum, B. Simpson, K. Spangenberg, A.T. Stephen, L. Weiss, S.C. Wheeler, K. White, K. Wilcox, K.P. Winterich, L. Xu, G. Zauberman

Weight: 772g
Dimension: 235 x 167 x 28 (mm)
ISBN-13: 9781800889491