The Pros And Cons Of Identity Marketing

Research does not observe any downside to identity marketing inasmuch as identity does not exacerbate dissatisfaction with a negative experience. If so, does this imply that marketers can “get away with” sub-standard product or service experience via identity marketing? The answer is no. inasmuch as identity effects do not emerge for negative experience, suggesting that positive effects of identity on preference and choice will not necessarily overcome negative experience. That is, consumers with an athlete identity will be as dissatisfied as non-athlete consumers following a negative experience. Research suggests that identity marketing can enhance service failure recovery efforts by firms. Not only does this finding represent another advantage of identity marketing for firms but it also suggests that recovery efforts should be segmented for effectiveness as a function of consumer identity. (Tilottama Ghosh C., Kaplesh K.D., and Lisa Bolton, 2014). Research also suggests that identity can enhance the impact of corporate philanthropy, but only when the brand delivers positive experiences. Identity marketing increases customer satisfaction for positive

Both the outcomes and the perceived excellence directly impact satisfaction of students but the impact of the students ' co-production on service results and the students ' co-production on the satisfaction vary among cultural contexts and universities. On other hand, the effects of co-production on service results are statistically important in campuses and it is crucially better in indicating context that Colombian learners co-production is extra relevant in the results they acquire through the advanced experience in learning than the students of Spanish. Moreover, effects of co-production on satisfaction are only important for both universities some sub groups of