Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies
Abstract
This article develops a conceptual framework to explain why and under what conditions consumers form strong, committed relationships with companies. Drawing on social identity theory and organizational identification literature, the authors introduce the concept of consumer–company (C–C) identification, proposing it as the key psychological mechanism underlying consumer loyalty, advocacy, and engagement. The framework posits that consumers identify with companies that fulfill self-definitional needs for continuity, distinctiveness, and self-enhancement. The model outlines antecedents of C–C identification—including identity similarity, prestige, and distinctiveness—as well as moderators such as identity knowledge, coherence, trustworthiness, embeddedness, and salience. The authors conclude with implications for theory and practice, suggesting that fostering identification can yield loyal, resilient, and advocacy-prone consumer relationships, but also impose strategic constraints on the firm.
Authors
C.B. (Shankar) Bhattacharya, Ph.D., is the H.J. Zoffer Chair in Sustainability and Ethics at the Katz Graduate School of Business, University of Pittsburgh. He holds a Ph.D. in Marketing from the Wharton School, University of Pennsylvania. A leading scholar in corporate social responsibility (CSR), branding, and stakeholder engagement, Dr. Bhattacharya’s research explores how companies can foster meaningful relationships with consumers and employees through identity-based and sustainability-driven strategies. His work has been published in premier journals including the Journal of Marketing, Journal of Consumer Research, and Academy of Management Journal. He is also the author of Small Actions, Big Difference and a frequent advisor to corporations on CSR strategy.
Sankar Sen, Ph.D., is Professor of Marketing and Lawrence and Carol Zicklin Chair in Corporate Integrity and Governance at the Zicklin School of Business, Baruch College, City University of New York. He received his Ph.D. in Marketing from the Wharton School, University of Pennsylvania. His research centers on consumer responses to corporate social initiatives, ethical branding, and sustainability, with particular interest in how identity, morality, and trust shape marketplace behavior. Dr. Sen’s work is widely published in top journals, and he is recognized for his contributions to understanding the psychological foundations of consumer–brand and consumer–company relationships.
Keywords
consumer-company identification, corporate social responsibility, identity knowledge, identity coherence, identity trustworthiness, stakeholder engagement, brand management