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Keywords: Self-motives
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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
... low in prototypicality) can be optimal for an important customer segment, namely, for those that affectively identify with the social group. This is because of the distinct self-motives underlying the cognitive and affective social identity dimensions. Design/methodology/approach A pilot and two...
