Customer-Company Identification: A Study of Relational Consequences in the Non-Profit Sector
AbstractIn the first section, a literature review on identification enables a clear definition of the "Customer-Company Identification" construct to be given. Then in the second section, the conceptual framework and the main hypothesis are exposed. In the third section, an empirical investigation into a non-profit sector (i.e. higher education) is presented. Finally, in the last section the results are discussed.
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Date of creation: 2009
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Publication status: Published - Presented, EGOS colloquium, Barcelona, Spain, 2009, Spain
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relationship marketing; customer-company identification; relationship investment; attachment;
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- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
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