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

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  • Son K. Lam

    (University of Georgia)

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.

Suggested Citation

  • Son K. Lam, 2012. "Identity-motivated marketing relationships: research synthesis, controversies, and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 72-87, December.
    • Handle: RePEc:spr:amsrev:v:2:y:2012:i:2:d:10.1007_s13162-012-0028-3
    DOI: 10.1007/s13162-012-0028-3
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