A Review of Research on Consumer-Company Identification
Jinsong Chen, Mingyue Lu, Xun Zhou · Accounting and Corporate Management · 2025
Consumer-company identity is an important factor influencing consumers' psychological needs and behaviors. Among them, corporate identity characteristics, product functional characteristics, and consumers' self-needs fulfillment are important factors that directly contribute to consumer-company identification. At the same time, consumer-company identity profoundly affects consumers' continued loyalty, and consumers who identify with the company help the company to offer advice and make altruistic behaviors beyond the role of the company. In this paper, we organize domestic and foreign related literatures to review the concept, dimension and consumer behavior of consumer-company identity and to prospect the future research direction.