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Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes

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  • Jeremy S. Wolter

    (Auburn University)

  • J. Joseph Cronin

    (Florida State University)

Abstract

This article offers a new perspective on customer–company identification (CCI) by focusing on CCI’s underlying self-motives: self-uncertainty and self-enhancement. More precisely, an operationalization is proposed in which cognitive (CCICog) and affective (CCIAff) dimensions of CCI are driven by different self-motives: CCICog by self-uncertainty and CCIAff by self-enhancement. Focusing on these self-motives reveals that CCICog and CCIAff affect some customer attitudes and behaviors in opposite ways but affect other attitudes and behaviors similarly. A cross-sectional survey that examines outcomes of CCICog and CCIAff supports the proposed conceptualization of CCI and suggests the dimensions differ in how each impacts customer–company relationships. Furthermore, the study suggests that combining the dimensions together in higher order constructs or examining only one dimension can lead to misleading conclusions.

Suggested Citation

  • Jeremy S. Wolter & J. Joseph Cronin, 2016. "Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 397-413, May.
    • Handle: RePEc:spr:joamsc:v:44:y:2016:i:3:d:10.1007_s11747-014-0421-6
    DOI: 10.1007/s11747-014-0421-6
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    Cited by:

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    2. Wei, Sheng & Huo, Hong & Xu, Ming & Kadirov, Djavlonbek & Fam, Kim-Shyan, 2021. "Shop-hop till you drop! The effect of the image gap on spillover patronage within retail agglomerations," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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    4. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    5. Gabriel Gazzoli & Nawar N. Chaker & Alex R. Zablah & Tom J. Brown, 2022. "Customer-focused voice and rule-breaking in the frontlines," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 388-409, March.
    6. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Liao, Junyun & Chen, Jiawen & Zhao, Haichuan & Li, Muhua, 2023. "Fanning the flames: Transmitting negative word of mouth of rival brands," Journal of Business Research, Elsevier, vol. 154(C).
    8. Wolter, Jeremy S. & Bacile, Todd J. & Smith, Jeffery S. & Giebelhausen, Michael, 2019. "The entitlement/forgiveness conflict of self-relevant and self-neutral relationships during service failure and recovery," Journal of Business Research, Elsevier, vol. 104(C), pages 233-246.
    9. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    10. Wolter, Jeremy S. & Bock, Dora & Smith, Jeffery S. & Cronin, J. Joseph, 2017. "Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification," Journal of Retailing, Elsevier, vol. 93(4), pages 458-476.
    11. M. Deniz Dalman & Mari W. Buche & Junhong Min, 2019. "The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love," Journal of Business Ethics, Springer, vol. 158(3), pages 875-891, September.
    12. Wolter, Jeremy S. & Donavan, D. Todd & Giebelhausen, Michael, 2021. "The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 289-300.
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    14. Masayuki Yoshida & Brian S. Gordon & Jeffrey D. James, 2021. "Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 481-494, September.

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