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