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

Volle, Pierre; Reniou, Fanny; Monnot, Elisa (2009), Customer-Company Identification : a Study of Relational Consequences in the Non-Profit Sector, EGOS colloquium, 2009-05, Barcelona, Espagne

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Type
Communication / Conférence
Date
2009
Conference title
EGOS colloquium
Conference date
2009-05
Conference city
Barcelona
Conference country
Espagne
Pages
9
Metadata
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Author(s)
Volle, Pierre
Reniou, Fanny cc
Monnot, Elisa
Abstract (EN)
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.
Subjects / Keywords
Relations avec la clientèle; Identification; Relationship marketing
JEL
M31 - Marketing