Handbook of Research on Identity Theory in Marketing

Americus Reed II · Mark Forehand

Des 2019 · Edward Elgar Publishing

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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. 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.

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Professor of Marketing, The Wharton School, University of Pennsylvania, USA

Professor of Marketing, The Foster School of Business, University of Washington, USA