title: Customer-organization relationships: development and test of a theory of extended identities.
abstract: We develop a theory of personal, relational, and collective identities that links organizations and consumers. Four targets of identity are studied: small friendship groups of aficionados of Ducati motorcycles, virtual communities centered on Ducatis, the Ducati brand, and Ducati the company. The interplay amongst the identities is shown to order affective, cognitive, and evaluative reactions toward each target. Hypotheses are tested on a sample of 210 Ducati aficionados, and implications of these multiple, extended identities for organizations are examined.
authors.affiliation: Ross School of Business, University of Michigan, Ann Arbor, MI 48109, USA. bagozzi@umich.edu
authors.forename: Richard P
authors.initials: RP
authors.lastname: Bagozzi
authors.forename: Massimo
authors.initials: M
authors.lastname: Bergami
authors.forename: Gian Luca
authors.initials: GL
authors.lastname: Marzocchi
authors.forename: Gabriele
authors.initials: G
authors.lastname: Morandin
mesh_terms: D000293:Adolescent; D000328:Adult; D003255:Consumer Organizations / Q000458:organization & administration*; D005260:Female; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D012929:Psychological Distance; D011582:Psychological Theory; D015203:Reproducibility of Results; D012649:Self Concept; D012933:Social Identification; D061108:Social Media; D012944:Social Support; D011795:Surveys and Questionnaires; D055815:Young Adult