Handbook of Research on Identity Theory in Marketing, Hardcover by Reed, Amer...

Handbook of Research on Identity Theory in Marketing, Hardcover by Reed, Americus, II (EDT); Forehand, Mark (EDT), ISBN 1788117727, ISBN-13 9781788117722, Like New Used, Free shipping in the USThe <i>Handbook of Research on Identity Theory in Marketing</i> 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.<p><p> 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.<p> 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.<p> <b>Contributors include:</b> J. Angle, K. Aquino, . Argo, A. Barasch, . Briley, . Chaplin, S. Chen, . Coleman, S. Connors, . Dagogo-Jack, . Dahl, S. Danziger, . DeMarree, K. Diehl, . Dommer, L. Dunn, . Durante, J. Edson Escalas, I. Gallo, T. Gaustad, M. Graso, L. Grewal, V. Griskevicius, . Henderson, T. Hill, . Husemann, . Johar, . Jones, K. Jung, . Kettle, C. Lamberton, J. Laran, C. Lelchuk, E. Leung, . Lowrey, B. McFerran, R. Mehta, . Morales, H. Nikolova, E. Ok, . Olson, G. Paolacci, . Perkins, S. Puntoni, T. Rank-Christman, R. Scott, J. Shang, . Shrum, B. Simpson, K. Spangenberg, . Stephen, L. Weiss, . Wheeler, K. White, K. Wilcox, . Winterich, L. Xu, G. Zauberman</p></p></p></p>