Consumer-company identification: A framework for understanding consumers' relationships with companies
Bhattacharya and Sen ask why and when consumers form strong, committed relationships with certain companies and become their advocates. Drawing on social identity and organisational identification theories, they argue that such bonds often grow from consumers identifying with a company, which helps meet needs for self-definition. They explain consumer-company identification, including the role of the company's identity, and offer a consumer-level conceptual framework with propositions about its main causes and consequences.
Bhattacharya and Sen ask why and when consumers form strong, committed relationships with certain companies and become their advocates. Drawing on social identity and organisational identification theories, they argue that such bonds often grow from consumers identifying with a company, which helps meet needs for self-definition. They explain consumer-company identification, including the role of the company's identity, and offer a consumer-level conceptual framework with propositions about its main causes and consequences.
Written from the abstract, publisher record via a journal index, 2026-11-02.
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Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76-88. doi:10.1509/jmkg.67.2.76.18609 https://doi.org/10.1509/jmkg.67.2.76.18609