Handbook of Research on Identity Theory in Marketing 1st Edition by Americus Reed, Mark Forehand ISBN 1788117735 9781788117739

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Product details:

ISBN 10: 1788117735

ISBN 13: 9781788117739

Author:  Americus Reed, Mark Forehand 

Handbook of Research on Identity Theory in Marketing 1st Edition: 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.

 

Handbook of Research on Identity Theory in Marketing 1st Edition Table of contents:

Part I: The Identity Salience Principle

• 1. Identity salience: understanding when identity affects consumption
• 2. Nobody has to lose: introducing the concurrent identity and goal activation (CIGA) framework
• 3. An evolutionary approach to identity research
• 4. How signaling motives and identity salience influence luxury consumption
• 5. The role of identity salience in creative thinking
• 6. Branding virtuous victimhood: how activating the salience of a consumer’s moral identity motivates action

Part II: The Identity Association Principle

• 7. Implicit egocentrism in consumer behavior
• 8. Reminiscing on self‒brand connections: differentiating experiential versus symbolic origins
• 9. Ownership and identity: a cognitive perspective
• 10. Temporal identity and the pursuit of self-enhancement
• 11. A framework for considering dissociative identity effects in consumption

Part III: The Identity Verification Principle

• 12. Identity and compensatory consumption
• 13. Associations matter: revisiting the threat typology model
• 14. Memory pointers and identity
• 15. Identity, personal continuity, and psychological connectedness across time and over transformation
• 16. How technology shapes identity-based consumer behavior
• 17. Identity verification through pain in extraordinary consumer experiences
• 18. The creation of identity and brand meaning: the automatic versus creative use of mental models

Part IV: The Identity Conflict Principle

• 19. The role of self-structure in managing identity conflict
• 20. Causal beliefs in the self-concept and identity-based consumption
• 21. No (wo)man is an island: dyadic decision-making and identity conflict
• 22. Cultural identities in the era of globalization: implications for consumer behavior
• 23. Prevalence, antecedents, and consequences of actual‒desired attitude discrepancies

Part V: The Identity Relevance Principle

• 24. Religious identity in marketing
• 25. Political ideology: basis for a dynamic social identity
• 26. Identity in the digital age
• 27. The role of identity relevance in the retail environment
• 28. Identity and charitable giving: the six-self framework
• 29. Children’s materialism and identity development
• 30. Identity-based perceptions of others’ consumption choices
• 31. When do identity-relevant symbols backfire? An exploration of identity-symbolic fixed and malleable interpretations

 

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