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

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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.

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Acknowledgement

The author would like to thank the Co-Editor Victoria L. Crittenden , the two reviewers, the participants of the AMA Winter Marketing Educators’ Conference in Austin, TX in 2011 and the CIARG Conference in Philadelphia, PA in 2011, Michael Ahearne, and John Hulland for their constructive comments and suggestions.

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    Son K. Lam

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Lam, S.K. Identity-motivated marketing relationships: research synthesis, controversies, and research agenda. AMS Rev 2, 72–87 (2012). https://doi.org/10.1007/s13162-012-0028-3

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