Laws of Form

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Interpreting Social Identity in Online Brand Communities: Considering Posters and Lurkers (2017, background): “Individuals try to keep a positive social identity by associating with a prestigious company (Ahearne, Bhattacharya, & Gruen, 2005) since such association delivers them social opportunities (Brown, 1969) and reinforces social prestige (Ashforth & Mael, 1989; Cheney, 1983).”
Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. (2005, background): “People try to maintain a positive social identity by affiliating with a prestigious company because such affiliation provides social opportunities (S. G. Brown, 1969) and heightens social prestige (Ashforth & Mael, 1989; Cheney, 1983; Perrow, 1961).”
Becoming Interculturally Competent (2004, background): “Thus, they are not necessarily experts in one or more cultures (although they might also be that); rather, they are adept at identifying how cultural differences in general operate in a wide range of human interactions.”