Handbook of Research on Identity Theory in Marketing
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Handbook of Research on Identity Theory in Marketing

Edited by Americus Reed and Mark Forehand

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

Tracy Rank-Christman and Geraldine Rosa Henderson


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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