Abstract
Role enactment is important "because people (including consumers), knowingly or not, feel obligated to act in such a way as to be consistent with their roles. This paper examines the relevance of the concept and its marketing implications which include the planning of marketing strategies to resolve role conflict.
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Onkvisit, S., Shaw, J.J. (2015). Multiplicity of Roles, Role Conflict Resolution and Marketing Implications. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_12
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DOI: https://doi.org/10.1007/978-3-319-16973-6_12
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16972-9
Online ISBN: 978-3-319-16973-6
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