Author(s)

Jinsong Chen ¹, Mingyue Lu ¹, Xun Zhou ¹

Affiliation(s)

¹ School of Business Administration, Guizhou University of Finance and Economics, Guiyang, Guizhou, 550025, China

Corresponding Author

Jinsong Chen

ABSTRACT

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.

KEYWORDS

Consumer-Company Identification, Corporate Identity, Extra-Role Behavior

CITE THIS PAPER

Jinsong Chen, Mingyue Lu, Xun Zhou, Research on the Application of Blockchain Technology in Accounting Information Storage and Sharing. Accounting and Corporate Management (2025) Vol. 7: 146-149. DOI: http://dx.doi.org/10.23977/acccm.2025.070218.

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