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| Author: | Karaosmanoglu, E. Elmadag Bas, A. B. Zhang, J. (K.) |
| Title: | The role of other customer effect in corporate marketing: its impact on corporate image and consumer-company identification |
| Journal: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1416-1445 |
| Index terms: | marketing brands image COMPANIES consumer behaviour |
| Language: | eng |
| Abstract: | This paper explores how consumer perceptions of other customers of an organization may have an effect on corporate image and consumer company identification. The study focuses on two contexts: products and services. The study is based on a survey conducted among 383 adult consumers. The results show that perceptions about other customers affect customers' reactions towards a company for both products and services. |
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