Chapter 31: When do identity-relevant symbols backfire? An exploration of identity-symbolic fixed and malleable connotations
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In the consumption literature, marketers often explore the interplay between consumer identities and identity symbols. This chapter explores when identity-relevant symbols may backfire in the marketplace. Specifically, the authors explore how identity-relevant symbols can shift in meaning as a function of the consumer identity with which it is paired. They explore identity-symbolic connotations as being fixed or malleable to describe this effect.

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