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An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers’ view on the organization’s level of market orientation. Recent research offers evidence on the applicability of a customer‐defined market orientation construct, and the existence of a gap between suppliers’ and customers’ evaluations of the supplier’s extent of market orientation. Extends this line of research by exploring the market orientation gap and its outcomes in a relationship‐marketing context. Specifically, explores the importance of such a gap for the relationship. Reviews a number of theoretical viewpoints as to why multiple perspectives should be sought when assessing organizational phenomena such as market orientation. Then tests the impact that a perceptual market orientation gap between business service providers and their customers has on customer satisfaction. The findings suggest that the greater the divergence in perceptions of market orientation between customers and service providers, the lower the level of customer satisfaction. Explores the research and managerial implications of these findings and offers strategies as to how to “mind the gap”.

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.