2011•Journal of the Academy of Marketing ScienceRequires access

Leveraging customers’ multiple identities: identity synergy as a driver of organizational identification

Paul W. Fombelle, Cheryl Burke Jarvis, James C. Ward, Lonnie L. Ostrom

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Key concepts: Organizational identity, Organizational identification, Social identity theory, Identification (biology), Identity (music), Social identity approach, Extant taxon, Leverage (statistics)

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