Brands and Social Identities: An Increasingly Strong Connection

Stefania Saviolo and Antonio Marazza

Chapter 1 in Lifestyle Brands, 2013, pp 6-14 from Palgrave Macmillan

Abstract: Abstract The growing importance of symbol intensive brands within many consumer goods sectors stems from two interacting phenomena: the evolution of social identities, with its effects on consumer behaviour, and the brand changing role in a user-generated world.

Keywords: Corporate Social Responsibility; Social Identity; Consumer Behaviour; Customer Relationship Management; Interact Phenomenon (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28593-5_2

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DOI: 10.1057/9781137285935_2

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