Handbook of Research on Identity Theory in Marketing
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.
Chapter 18 on "The creation of identity and brand meaning: the automatic versus creative use of mental models in language" by Collette Lelchuk, Marianne Gordon, Torsten Ringberg and David Luna.
The entire book is edited by Americus Reed II, Professor of Marketing, The Wharton School, University of Pennsylvania and Mark Forehand, Professor of Marketing, The Foster School of Business, University of Washington, US.
The page was last edited by: Department of Marketing // 01/25/2024