Social Identity and the Service-Profit Chain

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Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness (2016, methodology): “I think [COMPANY NAME]’s social engagement results fromanhonestwish todogood.c Customer loyalty (Studies 1, 3, and 4) A customer’s commitment to repurchase from or repatronize a vendor in the future It is very likely that I would… Homburg, Wieseke, and Hoyer (2009)1.”
Exploring the dynamics of antecedents to consumer–brand identification with a new brand (2013, neutral): “Drawing from social identity theory (Tajfel and Turner 1985), a stream of research in B2B and B2C marketing proposes that customers may identify with companies (Ahearne et al. 2005; Bhattacharya and Sen 2003; Brown et al. 2005; Homburg et al. 2009; Maxham et al. 2008) and their brands (Donavan et al”
The role of affiliation, attractiveness and personal connection in consumer‐company identification (2013, background): “If the salesperson is identified with the company, he/she will show this identification both directly and indirectly to the consumer through his/her behavior (Homburg et al., 2009).”