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
Date Written: July 18, 2011
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
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