Examining a Four-Component Model of Consumer Identification Experiences

Chelsea Willness, Brock University, Canada
Katherine White, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Past research has largely proposed unitary views of consumers’ identification with the organizations they patronize. The current research extends past work by positing that consumer identification is not uni-dimensional, but that four distinct identification experiences—identification, disidentification, ambivalent identification, and neutral identification—can arise in the consumer context. Based on confirmatory factor analysis, the predicted four-factor model of consumer identification demonstrated superior model fit compared to alternative models. Further, correlation and regression analyses show that these distinct identification experiences uniquely relate to consumer outcomes such as company evaluations, perceptions of company trustworthiness, in-role behaviors, and extra-role behaviors.
[ to cite ]:
Chelsea Willness, Katherine White, and James Agarwal (2010) ,"Examining a Four-Component Model of Consumer Identification Experiences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 928-929 .