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Cover Handbook of Research on Identity Theory in Marketing
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.
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Handbook
Published:
05 Dec 2019
DOI:
https://doi.org/10.4337/9781788117739
Collection:
Business 2019
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Category:
Handbook Chapter
in Handbook of Research on Identity Theory in Marketing
Published:
05 Dec 2019
Collection:
Business 2019
Introduction: the long and winding road to understanding identity theory and marketing
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Category:
Handbook Chapter
in Handbook of Research on Identity Theory in Marketing
Published:
05 Dec 2019
Collection:
Business 2019