The role of other customer effect in corporate marketing Its impact on corporate image and consumer-company identification

Karaosmanoğlu E., Bas A. B. E., Zhang J. (.

EUROPEAN JOURNAL OF MARKETING, vol.45, pp.1416-1445, 2011 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 45
  • Publication Date: 2011
  • Doi Number: 10.1108/03090561111151835
  • Journal Name: EUROPEAN JOURNAL OF MARKETING
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.1416-1445
  • Istanbul Technical University Affiliated: Yes

Abstract

Purpose - By drawing on theories of social identity, attraction, social comparison and consumer identification, this research seeks to examine how consumers' perceptions of other customers of an organisation (the other customer effect) may have an influence on corporate image and consumer-company identification. This study aims to test a model integrating these constructs in two contexts, i.e. products and services. It also seeks to investigate the attitudinal and behavioural consequences of a favourable corporate image in order to provide more insights to the argument that a corporate marketing approach helps to enhance marketing performance.