Centro de Documentación de Fundación MAPFRE

MAP20071506871

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.