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L'identification du client à l'entreprise : une étude des conséquences relationnelles dans le secteur non marchand

  • Pierre Volle


    (DRM - Dauphine Recherches en Management - CNRS - Université Paris IX - Paris Dauphine)

  • Fanny Reniou


    (DRM - Dauphine Recherches en Management - CNRS - Université Paris IX - Paris Dauphine)

  • Elisa Monnot


    (DRM - Dauphine Recherches en Management - CNRS - Université Paris IX - Paris Dauphine)

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e., customer-company identification. It is defined as the process whereby customer's beliefs about a company become self-defining and whereby he defines himself by the same attributes he believes define the other customers of this company. This research aims at developing a measurement scale of the construct and showing its relational consequences, such as knowledge about the company, empathy, relationship investment and attachment.

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Paper provided by HAL in its series Post-Print with number halshs-00638641.

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Date of creation: 2009
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Publication status: Published in 25ème Congrès International de l'Association Française du Marketing, Londres, Royaume-Uni, 2009, United Kingdom. pp.1-24, 2009
Handle: RePEc:hal:journl:halshs-00638641
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