When do identity-relevant symbols backfire? An exploration of identity-symbolic fixed and malleable connotations

Tracy Rank-Christman; Geraldine Rosa Henderson

Chapter 31: When do identity-relevant symbols backfire? An exploration of identity-symbolic fixed and malleable connotations

Tracy Rank-Christman

and

Geraldine Rosa Henderson

Restricted access

Category:: Handbook Chapter

Published:: 05 Dec 2019

Page Range:: 462–474

Collection:: Business 2019

DOI:: https://doi.org/10.4337/9781788117739.00044

Restricted access

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.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Personal login

Handbook of Research on Identity Theory in Marketing

Edited by

Americus Reed

and

Mark Forehand

Handbook

Published:: 05 Dec 2019

Print ISBN:: 9781788117722

eISBN:: 9781788117739

DOI:: https://doi.org/10.4337/9781788117739

Pages:: c 496

Collection:: Business 2019

Buy Print

Share Link

Copy this link, or click below to email it to a friend

Email this content

or copy the link directly:

https://www.elgaronline.com/abstract/edcoll/9781788117722/9781788117722.00044.xml

Link copied successfully

Edward Elgar Logo

Privacy & Cookies Policy

Terms & Conditions

Credits

Technical Support

Accessibility

Connect with us:

Table of Contents

Share Link