Karaosmanoğlu, Elif; Banu Elmadağ Baş, Ayşe; Zhang, … - In: European Journal of Marketing 45 (2011) 9/10, pp. 1416-1445
Purpose – By drawing on theories of social identity, attraction, social comparison and consumer identification, this research seeks to examine how consumers' perceptions of other customers of an organisation (the other customer effect) may have an influence on corporate image and...