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Brands and Social Identities: An Increasingly Strong Connection

In: Lifestyle Brands

Author

Listed:
  • Stefania Saviolo
  • Antonio Marazza

Abstract

The growing importance of symbol intensive brands within many consumer goods sectors stems from two interacting phenomena: the evolution of social identities, with its effects on consumer behaviour, and the brand changing role in a user-generated world.

Suggested Citation

  • Stefania Saviolo & Antonio Marazza, 2013. "Brands and Social Identities: An Increasingly Strong Connection," Palgrave Macmillan Books, in: Lifestyle Brands, chapter 1, pages 6-14, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28593-5_2
    DOI: 10.1057/9781137285935_2
    as

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