marketing consumer identity
...ractiveness are based on the perceptions of that identity, where they satisfy at least one of there three basic self-definitional needs: self-continuity, self- distinctiveness or self-enhancement. The second one focuses on the link between attractiveness and C-C identification, where consumers are likely to identify with attractive identity only when their interaction with the company embed them in its organizational folds. Consumer then are more likely to find a company´s identity more attractive when it matches their own sense of who they are. The link between identity similarity and perceived identity attractiveness happen to enable the consumer to maintain and express more fully and authentically their sense of who they are. Towards this facts, Bhattacharya and Sakar suggest the following premises: P1. The more similar consumers perceive a company identity to be their own, the more attractive that is to them. (Identity distinctiveness) P2. The relationship between consumers perceptions of a company identify and their evaluation of its attractiveness is mediated by the identity´s perceived distinctiveness on dimensions they value. (Identity prestige) P3. The most prestigious consumers perceive a company´s identity to be, the more attractive that identity is to them. P4. Consumers perceived knowledge about a company identity moderates the extent to which they use their identity perceptions to make identity-related. (Identity coherence) P5. The perceived coherence of a company moderates the extent to which consumers use their identity perceptions to make identity-related judgements. P6. The perceived trustworthiness of a company identity moderates the relationship between consumers identity-related judgements and their evaluation of its overall attractiveness. P7. Consumers are more likely to identify with an attractive company identity when they are embedded in the company-defined social network. P8. Identity salience (specific identity information dominating a person´s memory) moderates the relationship between identity attractiveness and C-C identification. P9. The higher the level of C-C identification,...