volume 7, issue 3, P276-293 2010
DOI: 10.1590/s1807-76922010000300005
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Abstract: ABSTRACTConsumer-Company Identification is a relatively new issue in the marketing academia. Bhattacharya and Sen (2003) explored the Social Identity theory and established Consumer-Company Identification as the primary psychological substrate for deep relationships between the organization and its customers. In the present study a new instrument was constructed and validated that permits the empirical verification of the phenomenon described by Bhattacharya and Sen (2003). The scale validated in the present …

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