About this ebook
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
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March 2, 2021
This review is not about the book as it is not possible to open the Ebook version purchased on Google Play. This is the worst experience i have ever had with purchasing E-books !!!! Such a waste of time trying to figure out how to open this file in order to read it on my PC. You recommend installing Adobe Digital Editions, I download this and yet the program does not open this book!!! Does it really has to take all this time to open a purchased book ? This never happened with Kindle for instance.
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About the author
Professor of Marketing, The Wharton School, University of Pennsylvania, USA
Professor of Marketing, The Foster School of Business, University of Washington, USA
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