Customer-Organization Relationships: Development and Test of a Theory of Extended Identities

Journal of Applied Psychology. Vol. 97, No. 1, 63–76. 2012

14 Pages Posted: 17 Jan 2015

See all articles by Richard P. Bagozzi

Richard P. Bagozzi

University of Michigan, Stephen M. Ross School of Business

Massimo Bergami

University of Bologna

Gian Luca Marzocchi

University of Bologna - School of Economics, Management, and Statistics

Gabriele Morandin

University of Bologna

Date Written: July 18, 2011

Abstract

We develop a theory of personal, relational, and collective identities that links organizations and consumers. Four targets of identity are studied: small friendship groups of aficionados of Ducati motorcycles, virtual communities centered on Ducatis, the Ducati brand, and Ducati the company. The interplay amongst the identities is shown to order affective, cognitive, and evaluative reactions toward each target. Hypotheses are tested on a sample of 210 Ducati aficionados, and implications of these multiple, extended identities for organizations are examined.

Keywords: personal identity, relational identity, collective identity, multiple and extended identities, organization-stakeholder relationships

Suggested Citation

Bagozzi, Richard P. and Bergami, Massimo and Marzocchi, Gian Luca and Morandin, Gabriele, Customer-Organization Relationships: Development and Test of a Theory of Extended Identities (July 18, 2011). Journal of Applied Psychology. Vol. 97, No. 1, 63–76. 2012, Available at SSRN: https://ssrn.com/abstract=2550213

Richard P. Bagozzi

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Massimo Bergami

University of Bologna

Gian Luca Marzocchi

University of Bologna - School of Economics, Management, and Statistics ( email )

Piazza Scaravilli 1
40126 Bologna, fc 47100
Italy

Gabriele Morandin (Contact Author)

University of Bologna ( email )

Via Capo di Lucca, 34
Bologna, BO 40126
Italy
+39 051 2098416 (Phone)
+39 051 2098074 (Fax)

HOME PAGE: http://www.unibo.it/Faculty/default.aspx?UPN=gabriele.morandin%40unibo.it&View=CV

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