AMS Review

, Volume 2, Issue 2, pp 72-87

First online:

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

  • Son K. LamAffiliated withTerry College of Business, University of Georgia Email author 

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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.


Customer–company identification Customer–brand identification Social identity theory Identity theory Identity-motivated relationships