Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes

This article offers a new perspective on customer–company identification (cci) by focusing on cci’s underlying self-motives: self-uncertainty and self-enhancement. more precisely, an operationalization is proposed in which cognitive (ccicog) and affective (cciaff) dimensions of cci are driven by different self-motives: ccicog by self-uncertainty and cciaff by self-enhancement. focusing on these self-motives reveals that ccicog and cciaff affect some customer attitudes and behaviors in opposite ways but affect other attitudes and behaviors similarly. a cross-sectional survey that examines outcomes of ccicog and cciaff supports the proposed conceptualization of cci and suggests the dimensions differ in how each impacts customer–company relationships. furthermore, the study suggests that combining the dimensions together in higher order constructs or examining only one dimension can lead to misleading conclusions.