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Keywords: Identity-linking messages
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Journal Articles
Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (3): 817–839.
Published: 18 March 2022
...Miriam McGowan; Louise May Hassan; Edward Shiu Purpose Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show that less established descriptors (i.e. identity-linking messages...
