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

Elisa Monnot, Fanny Reniou () and Pierre Volle ()
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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: In the first section, a literature review on identification enables a clear definition of the "Customer-Company Identification" construct to be given. Then in the second section, the conceptual framework and the main hypothesis are exposed. In the third section, an empirical investigation into a non-profit sector (i.e. higher education) is presented. Finally, in the last section the results are discussed.

Keywords: relationship marketing; customer-company identification; relationship investment; attachment (search for similar items in EconPapers)
Date: 2009
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00638643v1
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Published in EGOS colloquium, Barcelona, Spain, 2009, Barcelone, Spain. pp.1-6

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Working Paper: Customer-Company Identification: A Study of Relational Consequences in the Non-Profit Sector (2009)
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