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

Abstract : 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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Conference papers
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https://halshs.archives-ouvertes.fr/halshs-00638641
Contributor : Pierre Volle <>
Submitted on : Sunday, November 6, 2011 - 5:51:26 PM
Last modification on : Friday, October 23, 2020 - 4:56:11 PM
Long-term archiving on: : Tuesday, February 7, 2012 - 2:22:45 AM

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Fanny Reniou, Elisa Monnot, Pierre Volle. L'identification du client à l'entreprise : une étude des conséquences relationnelles dans le secteur non marchand. 25ème Congrès International de l'Association Française du Marketing, Londres, Royaume-Uni, 2009, Londres, Royaume-Uni. pp.1-24. ⟨halshs-00638641⟩

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