Online from: 1967
Subject Area: Marketing
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|Title:||The role of other customer effect in corporate marketing: Its impact on corporate image and consumer-company identification|
|Author(s):||Elif Karaosmanoglu, (Management Engineering Department, Faculty of Management, Istanbul Technical University, Istanbul, Turkey), Ayse Banu Elmadag Bas, (Management Engineering Department, Faculty of Management, Istanbul Technical University, Istanbul, Turkey), Jingyun (Kay) Zhang, (College of Business Administration, Bowling Green State University, Bowling Green, Ohio, USA)|
|Citation:||Elif Karaosmanoglu, Ayse Banu Elmadag Bas, Jingyun (Kay) Zhang, (2011) "The role of other customer effect in corporate marketing: Its impact on corporate image and consumer-company identification", European Journal of Marketing, Vol. 45 Iss: 9/10, pp.1416 - 1445|
|Keywords:||Consumer-company identification, Corporate branding, Corporate image, Corporate marketing, The other customer effect|
|Article type:||Research paper|
|DOI:||10.1108/03090561111151835 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The authors wish to thank the editors of this special issue, Professor John Balmer and Dr Shaun Powell, for administering the blind peer review process leading to this paper's acceptance in this special edition of the European Journal of Marketing focused on “Identity Perspectives on Corporate and Organizational Marketing”. Additional gratitude is expressed for the comments provided by the two anonymous reviewers.|
Purpose – By drawing on theories of social identity, attraction, social comparison and consumer identification, this research seeks to examine how consumers' perceptions of other customers of an organisation (the other customer effect) may have an influence on corporate image and consumer-company identification. This study aims to test a model integrating these constructs in two contexts, i.e. products and services. It also seeks to investigate the attitudinal and behavioural consequences of a favourable corporate image in order to provide more insights to the argument that a corporate marketing approach helps to enhance marketing performance.
Design/methodology/approach – A survey of a convenience sample of 383 adult consumers is conducted. Structural Equation Modelling (SEM) is employed in order to test the proposed model. An alternative model is examined both in products and in services contexts.
Findings – The results indicate that perceptions about other customers influence customers' affective and behavioural reactions towards a company for both products and services. This finding suggests that corporate-level marketing activities aiming to increase interaction among consumers lead to favourable corporate image and higher consumer-company identification and hence desirable marketing outcomes. Furthermore, results show that for services the other customer effect is more prominent than for product offerings.
Originality/value – This study extends the concept of other customer effect to the context of corporate image and consumer-company identification studies. It provides evidence that shifting towards corporate-level marketing gives organisations another avenue for gaining a distinct position in the minds of consumers. Furthermore, by addressing both service and product contexts, it shows that other customer effect may exist beyond services studies.
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