@article{c5730f43c5ca422faad67e139d9e46f0,
title = "When do identity-relevant symbols backfire? An exploration of identity-symbolic fixed and malleable connotations",
author = "Tracy Rank-Christman and Henderson, {Geraldine Rosa}",
note = "In the consumption literature, marketers often explore the interplay between consumer identities and identity symbols. This chapter explores when identity-relevant symbols may backfire in the marketplace. Specifically, the authors explore how identity-relevant symbols can shift in meaning as a function of the consumer identity with which it is paired.",
year = "2019",
month = dec,
day = "5",
doi = "10.4337/9781788117739.00044",
language = "American English",
journal = "Default journal",
}