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• A Theory of Affective Self-Affinity: Definitions and Application to a Company and Its Business

Marketing research is increasingly interested in people's perception- and affect-laden, identity-involving relationships to companies and their brands. However, little attention has been paid to (1) how, specifically, such identity relationships to companies will stem from identity relationships to various other things that are relevant to people and associated with companies. Besides, (2) the influences of such relationships to companies on various business-relevant behaviors of the individuals, let alone organizations which the individuals may represent, have not been examined in a comprehensive way. This article addresses the identified research gaps by presenting an integrative framework that introduces a special kind of identity relationship, termed affective self-affinity (ASA). ...

... 2006; Scott and Lane 2000), which is consistent with the increasingly popular notion that consumpt... in a rational manner and weigh all the pros and cons of the various alternatives. But this is ... the identity of the product category of cellular phones, and of brands such as the Nokia-Mobira Cit...

• Academy of Marketing Science Review
• Nbr. 2008, January 2008