New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded...

Contents: Introduction. The long and winding road to understanding identity theory and marketing -- Americus Reed II and Mark Forehand -- Quick chapter overviews -- Part I: The identity salience principle -- 1. Identity salience: understanding when identity affects consumption / Keri L. Kettle...

Although it is well known that advertising can momentarily activate specific consumer identities and thereby influence preference for identity-relevant products, the influence of such identity activation on consumer memory is undocumented. Identity activation encourages consumers to link...

In three experiments, nonvolitional self-association is shown to improve implicit attitude, self-reported attitude, purchase intention, and product choice for both product categories and fictional brands. Experiments 1 and 2 demonstrate that arbitrary categorization of self-related content with...