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.

Identity is one of the most extensively studied constructs in the social sciences. Yet, despite the wealth of findings across many disciplines, identity researchers remain divided over such enduring fundamental questions as: What exactly is identity, and how do identity processes function? Do people have a single identity or multiple identities? Is identity individually or collectively oriented? Personally or socially constructed? Stable or constantly in flux? The Handbook of Identity Theory and Research offers the rare opportunity to address the questions and reconcile these seeming contradictions, bringing unity and clarity to a diverse and fragmented literature. This exhaustive reference work emphasizes the depth and complexity of identity processes and domains and presents perspectives from many different theoretical schools and empirical approaches. Contributing authors provide perspectives from psychology (e.g., narrative, social identity theory, neo-Eriksonian) and from other disciplines (e.g., sociology, political science, ethnic studies); and the editors highlight the links between chapters that provide complementary insights on related subjects. In addition to covering identity processes and categories that are well-known to the field, the Handbook tackles many emerging issues, including: - Identity development among adopted persons. - Identity processes in interpersonal relationships. - Effects of globalization on cultural identity. - Transgender experience and identity. - Consumer identity and shopping behavior. - Social identity processes in xenophobia and genocide. The Handbook of Identity Theory and Research lends itself to a wealth of uses by scholars, clinicians, and graduate students across many disciplines, including social, developmental, and child/school psychology; human development and family studies; sociology; cultural anthropology; gender, ethnic, and communication studies; education; and counseling.

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

"This book provides insights to better enhance the understanding of technology's widespread intertwinement with human identity within an advancing technological society"--Provided by publisher.

Identity is one of the most extensively studied constructs in the social sciences. Yet, despite the wealth of findings across many disciplines, identity researchers remain divided over such enduring fundamental questions as: What exactly is identity, and how do identity processes function? Do people have a single identity or multiple identities? Is identity individually or collectively oriented? Personally or socially constructed? Stable or constantly in flux? The Handbook of Identity Theory and Research offers the rare opportunity to address the questions and reconcile these seeming contradictions, bringing unity and clarity to a diverse and fragmented literature. This exhaustive reference work emphasizes the depth and complexity of identity processes and domains and presents perspectives from many different theoretical schools and empirical approaches. Contributing authors provide perspectives from psychology (e.g., narrative, social identity theory, neo-Eriksonian) and from other disciplines (e.g., sociology, political science, ethnic studies); and the editors highlight the links between chapters that provide complementary insights on related subjects. In addition to covering identity processes and categories that are well-known to the field, the Handbook tackles many emerging issues, including: - Identity development among adopted persons. - Identity processes in interpersonal relationships. - Effects of globalization on cultural identity. - Transgender experience and identity. - Consumer identity and shopping behavior. - Social identity processes in xenophobia and genocide. The Handbook of Identity Theory and Research lends itself to a wealth of uses by scholars, clinicians, and graduate students across many disciplines, including social, developmental, and child/school psychology; human development and family studies; sociology; cultural anthropology; gender, ethnic, and communication studies; education; and counseling.

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.