Abstract
Consumer-company identification (C-C ID), the perception of oneness by a customer with a company, is a form of customer response that leads to the strongest forms of loyalty (Bhattacharya and Sen 2003). However, since identification is based on complex motivations relating to the self-concept (Ashmore, Deaux, and McLaughlin-Volpe 2004), the influence of C-C ID on consumer behavior may not be as straight forward as initially speculated. Optimal distinctiveness is one such motivation that has a counter intuitive influence on identification and word-of-mouth behavior (WOM).
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© 2015 Academy of Marketing Science
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Wolter, J., Lawson, S. (2015). Best Kept Secrets: How Optimal Distinctiveness Influences Identification Behavior. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_290
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DOI: https://doi.org/10.1007/978-3-319-10873-5_290
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