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

European Journal of Marketing

Volumn 45, Issue 9-10, 2011, Pages 1416-1445

  Karaosmanoǧlu, Elif ^a   Baş, Ayșe Banu Elmadaǧ ^a   Zhang, Jingyun kay ^b  

^a ISTANBUL TECHNICAL UNIVERSITY   (Turkey)

^b BOWLING GREEN STATE UNIVERSITY   (United States)

Author keywords

Consumer company identification; Corporate branding; Corporate image; Corporate marketing; The other customer effect

Indexed keywords

EID: 80053058500     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561111151835     Document Type: Article

References (128)

1. Aaker, J.L. (1997), "Dimensions of brand personality" in Journal of Marketing Research, Vol. 34, No. 3, pp. 347-56.
2. Adams-Price, C. and Greene, A.L. (1990), "Secondary attachments and adolescent self-concept" in Sex Roles, Vol. 22, pp. 187-98.
3. Ahearne, M., Bhattacharya, C.B. and Gruen, T. (2005), "Antecedents and consequences of customer-company identification: expanding the role of relationship marketing" in Journal of Applied Psychology, Vol. 90, No. 3, pp. 574-85.
4. Alperstein, N.M. (1991), "Imaginary social relationships with celebrities appearing in television commercials" in Journal of Broadcasting and Electronic Media, Vol. 35, pp. 43-58.
5. Alvesson, M. (1998), "The business concept as a symbol" in International Studies of Management and Organisation, Vol. 28, No. 3, pp. 86-108.
6. Anderson, J. and Gerbing, D. (1988), "Structural equation modelling in practice: a review and recommended two-step approach" in Psychological Bulletin, Vol. 103, No. 3, pp. 411-23.
7. Ashfort, B.E. and Mael, F. (1989), "Social identity theory and the organization" in Academy of Management Review, Vol. 14, No. 1, pp. 20-39.
8. Balmer, J.M.T. (1998), "Corporate identity and the advent of corporate marketing" in Journal of Marketing Management, Vol. 14, No. 8, pp. 963-96.
9. Balmer, J.M.T. (2001), "Corporate identity, corporate branding and corporate marketing: seeing through the fog" in European Journal of Marketing, Vol. 33, Nos 3/4, pp. 248-91.
10. Balmer, J.M.T. (2009), "Corporate marketing: apocalypse, advent and epiphany" in Management Decision, Vol. 47, No. 4, pp. 544-72.
11. Balmer, J.M.T. and Gray, E.R. (2003), "Corporate brands: what are they? What of them?" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 972-97.
12. Balmer, J.M.T. and Greyser, S.A. (2002), "Managing the multiple identities of the organization" in California Management Review, Vol. 44, pp. 72-86.
13. Balmer, J.M.T. and Greyser, S.A. (2003), "Revealing the corporation", Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate-level Marketing, Routledge, London.
14. Balmer, J.M.T. and Greyser, S.A. (2006), "Commentary: Corporate marketing: integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 730-41.
15. Balmer, J.M.T. and Soenen, G.B. (1999), "The acid test of corporate identity management" in Journal of Marketing Management, Vol. 15, pp. 69-92.
16. Barich, H. and Kotler, P. (1991), "A framework for marketing image management" in Sloan Management Review, Vol. 32, No. 2, pp. 94-104.
17. Baron, J.N. and Pfeffer, J. (1994), "The social psychology of organizations and inequality" in Social Psychology Quarterly, Vol. 57, September, pp. 190-209.
18. Belk, R.W. (1975), "Situational variables and consumer behaviour" in Journal of Consumer Research, Vol. 2, December, pp. 157-64.
19. Bendapudi, N. and Leone, R.P. (2003), "Psychological implications of customer participation in co-production" in Journal of Marketing, Vol. 67, January, pp. 14-28.
20. Bergami, M. and Bagozzi, R.P. (2000), "Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization" in British Journal of Social Psychology, Vol. 39, pp. 555-7.
21. Bernstein, D. (1984), Company Image and Reality: A Critique of Corporate Communications, Holt, Rinehart and Winston, The Advertising Association, Eastbourne.
22. Bettencourt, L.A. (1997), "Customer voluntary performance: customers as partners in service delivery" in Journal of Retailing, Vol. 73, pp. 383-406.
23. Bhattacharya, C.B. and Sen, S. (2003), "Consumer-company identification: a framework for understanding consumers' relationships with companies" in Journal of Marketing, Vol. 67, No. 2, pp. 76-88.
24. Bhattacharya, C.B., Rao, H. and Glynn, M.A. (1995), "Understanding the bond of identification: an investigation of its correlates among art museum members" in Journal of Marketing, Vol. 59, No. 4, pp. 46-57.
25. Bitner, M.J., Faranda, W.T., Hubbert, A.R. and Zeithaml, V.A. (1997), "Customer contributions and role in service delivery" in International Journal of Service Industry Management, Vol. 8, No. 3, pp. 193-205.
26. Blodgett, J.G., Hill, D.J. and Tax, S.S. (1997), "The effects of distributive, procedural, and interactional justice on post-complaint behavior" in Journal of Retailing, Vol. 73, No. 2, pp. 185-210.
27. Blomback, A. and Brunninge, O. (2009), "Corporate identity manifested through historical references" in Corporate Communications: An International Journal, Vol. 14, No. 4, pp. 404-19.
28. Bonabeau, E. (2004), "Perils of the imitation age" in Harvard Business Review, Vol. 82, No. 6, pp. 45-54.
29. Borman, W.C. and Motowidlo, S.J. (1993), "Expanding the criterion domain to include elements of contextual performance" in Schmitt, N. and Borman, W.C. (Eds.), Personnel Selection in Organizations, Jossey-Bass, San Francisco, CA, pp. 71-8.
30. Brewer, M.B. (1991), "The social self: on being the same and different as the same time" in Personality and Social Psychology, Vol. 17, No. 5, pp. 475-82.
31. Brown, T.J. (1998), "Corporate associations in marketing: antecedents and consequences" in Corporate Reputation Review, Vol. 1, No. 3, pp. 215-33.
32. Brown, T.J. and Cox, E.L. (1997), "Corporate associations in marketing and consumer research: a review" in Corporate Reputation Review, Vol. 1, Nos 1/2, pp. 34-8.
33. Brown, T.J. and Dacin, P.A. (1997), "The company and the product: corporate associations and consumer product responses" in Journal of Marketing, Vol. 61, No. 1, pp. 68-84.
34. Brown, T.J., Dacin, P.A., Pratt, M.G. and Whetten, D.A. (2006), "Identity, intended image, construed image, and reputation: an interdisciplinary framework and suggested terminology" in Journal of the Academy of Marketing Science, Vol. 34, No. 2, pp. 99-106.
35. Byrne, D., Griffitt, W. and Stefaniak, D. (1967), "Attraction and similarity of personality characteristic" in Journal of Personality and Social Psychology, Vol. 5, No. 1, pp. 82-90.
36. Churchill, G.A. Jr (1999), Marketing Research: Methodological Foundations, 6th ed., The Dryden Press, Orlando, CA.
37. Clark, T. and Martin, C.L. (1994), "Customer-to-customer: the forgotten relationship in relationship marketing" in Sheth, J.N. and Parvatiyar, A. (Eds.), Handbook of Relationship Marketing, Sage Publications, Thousand Oaks, CA, pp. 327-54.
38. Cornelissen, J.P., Haslam, S.A. and Balmer, J.M.T. (2007), "Social identity, organizational identity and corporate identity: towards an integrated understanding of processes, patternings and products" in British Journal of Management, Vol. 18, No. 1, pp. 1-16.
39. Dacin, P. and Brown, T. (2002), "Corporate identity and corporate associations: a framework for future research" in Corporate Reputation Review, Vol. 5, Nos 2/3, pp. 254-63.
40. Dichter, E. (1985), "What's in an image?" in Journal of Consumer Marketing, Vol. 2, Winter, pp. 75-81.
41. DIE (State Institute of Statistics Prime Ministry Republic of Turkey) (2003), 2000 Census of Population Turkey: Social and Economic Characteristics of Population, DIE Printing Division, Ankara.
42. Dowling, G.R. (1993), "Developing your corporate image into a corporate asset" in Long Range Planning, Vol. 26, No. 2, pp. 101-9.
43. Dutton, J.E. and Dukerich, J.M. (1991), "Keeping an eye on the mirror: image and identity in organisational adaptation" in Academy of Management Journal, Vol. 34, No. 3, pp. 517-54.
44. Dutton, J.E., Dukerich, J.M. and Harquail, C.V. (1994), "Organisational images and member identification" in Administrative Science Quarterly, Vol. 39, No. 2, pp. 239-63.
45. Elsbach, K.D. and Bhattacharya, C.B. (2001), "Defining who you are by what you're not: organisational dis-identification and the National Rifle Association" in Organisation Science, Vol. 12, No. 4, pp. 393-413.
46. Festinger, L. (1954), "A theory of social comparison processes" in Human Relations, Vol. 7, pp. 117-40.
47. Fombrun, C.J. (1996), Reputation: Realizing Value from the Corporate Image, Harvard Business School Press, Boston, MA.
48. Fombrun, C.J. and Rindova, V. (1996), "Who's tops and who decides? The social construction for corporate reputations", New York University School of Business, New York, NY, working paper.
49. Fombrun, C. and Shanley, M. (1990), "What is in a name? Reputation building and corporate strategy" in Academy of Management Journal, Vol. 33, No. 2, pp. 233-58.
50. Fombrun, C.J., Gardberg, N.A. and Sever, J. (2000), "The reputation quotientsm: a multi-stakeholder measure of corporate reputation" in Journal of Brand Management, Vol. 7, No. 4, pp. 241-55.
51. Fornell, C. and Larcker, D.F. (1981), "Evaluating structural equation models with unobservable variables and measurement error" in Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50.
52. Gardner, M.P. (1985), "Mood states and consumer behavior: a critical review" in Journal of Consumer Research, Vol. 12, No. 3, pp. 281-300.
53. George, J.M. and Bettenhausen, K. (1990), "Understanding prosocial behavior, sales performance, and turnover: a group level analysis in a service context" in Journal of Applied Psychology, Vol. 75, pp. 698-709.
54. George, J.M. and Brief, A.P. (1992), "Feeling good - doing good: a conceptual analysis of the mood at work-organizational spontaneity relationship" in Psychological Bulletin, Vol. 112, pp. 310-29.
55. Gioia, D.A., Shultz, M. and Corley, K.G. (2000), "Organizational identity, image, and adaptive instability" in The Academy of Management Review, Vol. 25, No. 1, pp. 63-81.
56. Gotsi, M. and Wilson, A.M. (2001), "Corporate reputation: seeking a definition" in Corporate Communications: An International Journal, Vol. 6, No. 1, pp. 24-30.
57. Gray, E.R. and Balmer, J.M.T. (1998), "Managing image and corporate reputation" in Long Range Planning, Vol. 31, No. 5, pp. 685-92.
58. Gruen, T.W., Summers, J. and Acito, F. (2000), "Relationship marketing activities, commitment, and membership behaviors in professional associations" in Journal of Marketing, Vol. 64, No. 3, pp. 34-49.
59. Grunig, J.M. (1993), "Image and substance: from symbolic to behavioural relationships" in Public Relations Review, Vol. 19, No. 2, pp. 121-39.
60. Gürhan-Canli{dotless}, Z. and Batra, R. (2004), "When corporate image affects product evaluations: the moderating role of perceived risk" in Journal of Marketing Research, Vol. 41, No. 2, pp. 197-205.
61. Gwinner, K.P. and Swanson, S. (2003), "A model of fan identification: antecedents and sponsorship outcomes" in Journal of Services Marketing, Vol. 17, No. 3, pp. 275-92.
62. Hall, D.T., Schneider, D.T. and Nygren, H.T. (1970), "Personal factors in organizational identification" in Administrative Science Quarterly, Vol. 15, pp. 176-90.
63. Hansen, R.A. and Deutscher, T. (1978), "An empirical investigation of attribute importance in retail store selection" in Journal of Retailing, Vol. 60, No. 2, pp. 105-22.
64. Harris, F. and De Chernatony, L. (2001), "Corporate branding and corporate brand performance" in European Journal of Marketing, Vol. 35, Nos 3/4, pp. 441-56.
65. Harris, K. and Baron, S. (2004), "Consumer-to-consumer conversations in service settings" in Journal of Service Research, Vol. 6, No. 3, pp. 287-303.
66. Harris, K., Baron, S. and Ratcliffe, J. (1995), "Consumers as oral participants in a service setting" in Journal of Services Marketing, Vol. 9, No. 4, pp. 64-76.
67. Hatch, M.J. and Schultz, M. (1997), "Relations between organisational culture, identity and image" in European Journal of Marketing, Vol. 31, Nos 3/5, pp. 356-65.
68. Hatch, M.J. and Schultz, M. (2001), "Are the strategic stars aligned for your corporate brand?" in Harvard Business Review, Vol. 79, No. 2, pp. 128-34.
69. Hatch, M.J. and Schultz, M. (2003), "Bringing the corporation into corporate branding" in European Journal of Branding, Vol. 37, Nos 7/8, pp. 1041-64.
70. He, H.W. and Balmer, J.M.T. (2007), "Identity studies: multiple perspectives and implications for corporate-level marketing" in European Journal of Marketing, Vol. 41, Nos 7/8, pp. 765-85.
71. Ind, N. (1997), The Corporate Brand, Macmillan Press, London.
72. Jöreskog, K. and Sörbom, D. (1996), LISREL 8: User's Reference Guide, Scientific Software International, Chicago, IL.
73. Karaosmanoglu, E. (2007), "Determinants of corporate image formation: a consumer-level model incorporating corporate identity mix elements and unplanned communication factors", Warwick Business School, University of Warwick, Coventry, unpublished PhD thesis.
74. Keller, K.L. (1999), "Brand mantras: rationale, criteria and examples" in Journal of Marketing Management, Vol. 15, Nos 1/3, pp. 43-51.
75. Keller, K.L. (2003), "Brand synthesis: the multidimensionality of brand knowledge" in Journal of Consumer Research, Vol. 29, No. 4, pp. 595-600.
76. Kennedy, S.H. (1977), "Nurturing corporate images: total communication or ego trip?" in European Journal of Marketing, Vol. 11, No. 3, pp. 120-64.
77. Kleine, S.S., Kleine, R.E. III and Allen, C.T. (1995), "How is a possession 'me' or 'not me'? Characterizing types and an antecedent of material possession attachment" in Journal of Consumer Research, Vol. 22, pp. 327-43.
78. Kline, R.B. (1998), Principles and Practice of Structural Equation Modeling, Guilford Press, Hove.
79. Knox, S. and Bickerton, D. (2003), "Six conventions of corporate branding" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 998-1016.
80. Knox, S., Maklan, S. and Thompson, K.E. (2000), "Building the unique value proposition" Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds.), The Expressive Organisation - Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
81. Kramer, R.M. (1991), "Intergroup relations and organisational dilemmas: the role of categorisation processes" in Research in Organisational Behaviour, Vol. 13, pp. 191-207.
82. McDonald, M.H.B., De Chernatony, L. and Harris, F. (2001), "Corporate marketing and service brands: moving beyond the fast-moving consumer goods model" in European Journal of Marketing, Vol. 35, Nos 3/4, pp. 335-52.
83. McGrath, M. and Otnes, C. (1995), "Unacquainted influencers: when strangers interact in the retail setting" in Journal of Business Research, Vol. 32, pp. 261-72.
84. Mael, F. and Ashfort, B.E. (1992), "Alumni and their Alma Mater: a partial test of the reformulated model of organisational identification" in Journal of Organisational Behaviour, Vol. 13, No. 2, pp. 103-23.
85. Martin, C.L. and Clark, T. (1996), "Networks of customer-to-customer relationships in marketing: conceptual foundations and implications" in Iacobucci, D. (Ed.), Networks in Marketing, Sage, Beverly Hills, CA, pp. 146-69.
86. Martin, C.L. and Pranter, C.A. (1989), "Compatibility management: customer-to-customer relationships in service environment" in Journal of Services Marketing, Vol. 3, No. 3, pp. 5-15.
87. Melewar, T.C. and Karaosmanoglu, E. (2006), "Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 846-69.
88. Nunnally, J. (1978), Psychometric Theory, McGraw-Hill, London.
89. O'Sullivan, T. (1983), Key Concepts in Communication, Methuen, London.
90. Ouwersloot, H. and Odekerken-Schröder, G. (2008), "Who's who in brand communities - and why?" in European Journal of Marketing, Vol. 42, Nos 5/6, pp. 571-85.
91. Powell, S. (2007), "Organisational marketing, identity and the creative brand" in Journal of Brand Management, Vol. 15, pp. 41-56.
92. Powell, S. and Ennis, S. (2007), "Organisational marketing in the creative industries" in Qualitative Market Research: An International Journal, Vol. 10, No. 4, pp. 375-89.
93. Powell, S., Elving, W.J.L., Dodd, C. and Sloan, J. (2009), "Explicating ethical corporate identity in the financial sector" in Corporate Communications: An International Journal, Vol. 14, No. 4, pp. 440-55.
94. Pratt, M.G. (1998), "To be or not to be? Central question in organizational identification" in Whetten, D.A. and Godfrey, P.C. (Eds.), Identities in Organizations: Building Theory through Conversations, Sage Publications, Thousand Oaks, CA, pp. 171-207.
95. Reagans, R.E. and Burt, R.S. (1998), "Homophily, legitimacy, and competition: bias in manager peer evaluations", Proceedings of the Annual Meetings of the American Sociological Association, USA.
96. Rigby, D.K., Reichheld, F.F. and Schefter, P. (2002), "Avoid the four perils of CRM" in Harvard Business Review, Vol. 80, No. 2, pp. 101-9.
97. Rosenbaum, M.S. and Massiah, C.A. (2007), "When customers receive support from other customers: exploring the influence of inter-customer social support on customer voluntary performance" in Journal of Service Research, Vol. 9, No. 3, pp. 257-70.
98. Rust, R.T., Zeithaml, V.A. and Lemon, K.N. (2004), "Customer-centered brand management" in Harvard Business Review, Vol. 82, No. 9, pp. 110-18.
99. Schouten, J.W. and McAlexander, J.H. (1995), "Subcultures of consumption: an ethnography of the new bikers" in Journal of Consumer Research, Vol. 22, pp. 43-61.
100. Schultz, M. and De Chernatony, L. (2002), "Introduction: The challenges of corporate branding" in Corporate Reputation Review, Vol. 5, Nos 2/3, pp. 105-12.
101. Schultz, M., Hatch, M.J. and Larsen, M.H. (2000), The Expressive Organisation - Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
102. Schwarzer, R. and Jerusalem, M. (2000), General Perceived Self-efficacy, available at: http://fu-berlin.de/gesund/skalen/language (accessed 17 November 2006).
103. Scott, S.G. and Lane, V.R. (2000), "A stakeholder approach to organizational identity" in Academy of Management Review, Vol. 25, No. 1, pp. 43-62.
104. Simoes, C., Dibb, S. and Fisk, R.P. (2005), "Managing corporate identity: an internal perspective" in Journal of the Academy of Marketing Science, Vol. 33, No. 2, pp. 153-68.
105. Sirgy, J.M. and Samli, C. (1985), "A path-analytic model of store loyalty involving self-concept, store image, geographic loyalty and socio-economic status" in Journal of the Academy of Marketing Science, Vol. 13, No. 3, pp. 265-91.
106. Slater, J.S. (2000), "Collecting brand loyalty: a comparative analysis of how Coca-Cola and Hallmark use collecting behavior to enhance brand loyalty", paper presented at the Annual Conference of the Association of Consumer Research, Salt Lake City, UT, October.
107. Smith, A.C., Organ, D.W. and Near, J.P. (1983), "Organizational citizenship behavior: its nature and antecedents" in Journal of Applied Psychology, Vol. 68, pp. 653-63.
108. Smith, J.B. (1998), "Buyer-seller relationships: similarity, relationship management, and quality" in Psychology and Marketing, Vol. 15, January, pp. 3-21.
109. Steenkamp, E.J.M. and Baumgartner, H. (1998), "Assessing measurement invariance in cross-national consumer research" in Journal of Consumer Research, Vol. 25, June, pp. 78-90.
110. Stern, B., Zinkhan, G.M. and Jaju, A. (2001), "Marketing images - construct definition, measurement issues, and theory development" in Marketing Theory, Vol. 1, No. 2, pp. 201-24.
111. Tajfel, H. and Turner, J.C. (1979), "An integrative theory of intergroup conflict" Austin, W. and Worchel, S. (Eds.), The Social Psychology of Intergroup Relations, Brooks-Cole, Monterey, CA.
112. Tajfel, H. and Turner, J.C. (1985), Psychology of Intergroup Relations, Nelson-Hall, Chicago, IL.
113. Tauber, E.M. (1972), "Why do people shop?" in Journal of Marketing, Vol. 36, No. 4, pp. 46-59.
114. Thompson, E.R. and Phua, F.T.T. (2005), "Reliability among senior managers of the Marlowe-Crowne short-form social desirability scale" in Journal of Business and Psychology, Vol. 19, No. 4, pp. 541-54.
115. Timmermans, H.J.P., van der Heijden, R. and Westerveld, H. (1982), "Perception of urban retailing environments: an empirical analysis of consumer information and usage fields" in Geoforum, Vol. 13, No. 1, pp. 27-37.
116. Traylor, M.B. and Joseph, W.B. (1984), "Measuring consumer involvement in products: developing a general scale" in Psychology and Marketing, Vol. 1, No. 2, pp. 65-77.
117. Turban, D.B. and Jones, A.P. (1988), "Supervision-subordinate similarity: types, effects on mechanism" in Journal of Applied Psychology, Vol. 73, pp. 228-34.
118. Urde, M. (2003), "Core value-based corporate brand building" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 1017-40.
119. Urde, M. (2009), "Uncovering the corporate brand's core values" in Management Decision, Vol. 47, No. 4, pp. 616-38.
120. Van Riel, C.B.M. and Balmer, J.M.T. (1997), "Corporate identity: the concept, its measurement and management" in European Journal of Marketing, Vol. 31, Nos 5/6, pp. 340-55.
121. Williams, S.L. and Moffit, M. (1997), "Corporate image as an impression formation process: prioritising personal, organisational, and environmental audience factors" in Journal of Public Relations Research, Vol. 9, No. 4, pp. 237-58.
122. Worcester, S.R. (2009), "Reflections on corporate reputations" in Management Decision, Vol. 47, No. 4, pp. 573-89.
123. Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996), "The behavioural consequences of service quality" in Journal of Marketing, Vol. 60, April, pp. 31-46.
124. Aaker, D. (1996), Building Strong Brands, Free Press, New York, NY.
125. Balmer, J.M.T. and Powell, S. (2006), International Centre for Corporate and Organizational Marketing Studies, available at: www.corporate-id.com/what-is-corporate-marketing/ (accessed 14 November 2009).
126. Brexendorf, T.O. and Kernstock, J. (2007), "Corporate behaviour vs brand behaviour: towards an integrated view?" in Journal of Brand Management, Vol. 15, pp. 32-40.
127. Davies, G., Chun, R., da Silva, R.V. and Roper, S. (2001), "The personification metaphor as a measurement approach for corporate reputation" in Corporate Reputation Review, Vol. 4, No. 2, pp. 113-27.
128. Schwarzer, R. and Scholz, U. (2000), "Cross-cultural assessment of coping resources: the general perceived self-efficacy scale", paper presented at the 1st Asian Congress of Health Psychology: Health Psychology and Culture, Tokyo.