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Customer–organization relationships: Development and test of a theory of extended identities.

2011; American Psychological Association; Volume: 97; Issue: 1 Linguagem: Inglês

10.1037/a0024533

1939-1854

Richard P. Bagozzi, Massimo Bergami, Gian Luca Marzocchi, Gabriele Morandin,

Corporate Identity and Reputation

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.