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The Complexity of identity
Fichero PDF / PDF file
MAP20071506871
Reed, Americus II ‌
The Complexity of identity / Americus Reed II, Lisa E. Bolton
Identity can be defined as the myriad labels that people use to express who they are. Consumers categorize themselves on the basis of demographics, social roles and shared consumption patterns or preferences. The potencial identities that people possess are both numerous and fluid, varying over an individual's lifetime and across situations
En: Sloan management review. - Boulder. - Vol. 46, nº 3, Spring 2005 ; p. 18-22
1. Identidad cultural ‌. 2. Aspectos sociales ‌. 3. Marketing ‌. 4. Marketing social ‌. 5. Marketing de la marca ‌. 6. Fidelización de clientes ‌. I. Bolton, Lisa E. ‌. II. Título. III. Título: Sloan management review.