La identificación con la marcaconceptualización, caracterización y consecuencias
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Universidad Carlos III de Madrid
info
ISSN: 1012-1587
Year of publication: 2015
Issue: 2
Pages: 144-161
Type: Article
More publications in: Opción: Revista de Ciencias Humanas y Sociales
Abstract
Brand identification is a relatively new concept whose definition, components, boundaries, antecedents and consequences have not yet been satisfactorily resolved. Several authors contribute that Social Identity Theory has had little application in the area of marketing. The aim of this paper is to analyze and define brand identification. The specific issue to be solved is what is the meaning of consumers identification with their favourite brands and its main implications. Furthermore, guidelines for management are provided.