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EMAC 2020 Regional Conference

Consumer Identity Expressiveness in Marketing: Triggers and Outcomes

Published: September 16, 2020


Dandan Zhu, Loubrough University ; Nina Michaelidou, Loughborough University; Belinda Dewsnap, Loughborough University; John Cadogan, Loughborough University


Consumer identity expressiveness; identity expressive marketing; backfire effect


Brands position themselves as means of identity expression in order to form connections with consumers. Identity expressiveness can, therefore, be used as a marketing and advertising tool, albeit extant research which examines its nature and effectiveness is seriously underdeveloped. This paper presents work-in-progress on consumer identity expressiveness, by theorising a framework that identifies the triggers of consumer identity expressiveness while exploring the conditions where it backfires. The study contributes to the literature by extending the current understanding of consumer identity expressiveness, which can be translated into useful practical insights.