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

被引：97

作者：

Bagozzi, Richard P. ^{[1
]}

Bergami, Massimo ^{[2
]}

Marzocchi, Gian Luca ^{[2
]}

Morandin, Gabriele ^{[2
]}

机构：

[1] Univ Michigan, Ross Sch Business, Ann Arbor, MI 48109 USA

[2] Univ Bologna, Dept Management, Bologna, Italy

来源：

JOURNAL OF APPLIED PSYCHOLOGY | 2012年 / 97卷 / 01期

关键词：

personal identity; relational identity; collective identity; multiple and extended identities; organization-stakeholder relationships; GROUP SELF-ESTEEM; SOCIAL IDENTITY; COMPANY IDENTIFICATION; DISTINCT ASPECTS; COMMITMENT; CONSUMERS; CATEGORIZATION; ORIENTATION; MOTIVATION; DIMENSIONS;

D O I：

10.1037/a0024533

中图分类号：

B849 [应用心理学];

学科分类号：

040203 ;

摘要：

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.

引用

页码：63 / 76

页数：14

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