Identity-motivated marketing relationships: research synthesis, controversies, and research agenda

Son K. Lam ()
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Son K. Lam: University of Georgia

AMS Review, 2012, vol. 2, issue 2, No 3, 72-87

Abstract: Abstract Social identity and identity theories have recently emerged as an important theoretical lens in relationship marketing research. However, the study of identity-motivated marketing relationships, defined as internal and external stakeholders’ identification with a marketing entity that can be an individual, a group, a brand, or a company, is not without controversies. Following a synthesis of this stream of research, this paper reviews the nature and causes of two key issues surrounding the conceptualization and measurement identity-based constructs. Recommended solutions and avenues for further research are then discussed.

Keywords: Customer–company identification; Customer–brand identification; Social identity theory; Identity theory; Identity-motivated relationships (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/s13162-012-0028-3

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