When less is more: Exploring the role of silence in consumers’ identity work
Published online on December 13, 2024
Abstract
Marketing Theory, Volume 26, Issue 1, Page 141-161, March 2026.
Consumer identity work refers to the reflexive and ongoing process by which individuals create, manage, and communicate their sense of identity through consumption. Although the literature highlights the strategies by which consumers engage with ...
Consumer identity work refers to the reflexive and ongoing process by which individuals create, manage, and communicate their sense of identity through consumption. Although the literature highlights the strategies by which consumers engage with ...