haku: @author Bhattacharya, C. B. / yhteensä: 3
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| Tekijä: | Bhattacharya, C. B. Rao, H. Glynn, M. A. |
| Otsikko: | Understanding the bond of identification. An investigation of its correlates among art museum members (Verbraucherforschung; Konsumentenverhalten) |
| Lehti: | Journal of Marketing
1995 : OCT, VOL. 59:4, p. 46-57 |
| Asiasana: | |
| Vapaa asiasana: | DIENSTLEISTUNGSBETRIEB, MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | The authors propose that customers, in their role as members, identify with organizations. They use social identity theory to test a model that relates members' identification to organizational and product characteristics, members' affiliation characteristics, and members' activity characteristics. Their empirical setting consists of the members of an art museum. The authors discuss how this study can be extended to other marketing contexts and how managers can use the notion of identification in implementing marketing strategies. |
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