Customer-Company Identification: A study of Relational Consequences in the Non-Profit Sector

Elisa Monnot (), Fanny Reniou () and Pierre Volle ()
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Elisa Monnot: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Fanny Reniou: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e. Customer-Company Identification. It is defined as the process whereby customer's beliefs about a company become self-defining and whereby he defines himself by the same attributes he believes define the other customers of this company. This research aims at developing a measurement scale of the construct and showing its relational consequences, such as knowledge about the company, empathy, relationship investment and attachment.

Keywords: Empathy; Attachment; Relationship investment; Customer-company identification; Relationship marketing (search for similar items in EconPapers)
Date: 2009-07-02
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Published in 25th EGOS Colloquium, Jul 2009, Barcelone, Spain

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05773577

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