ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2018, Vol. 26 ›› Issue (8): 1331-1348.doi: 10.3724/SP.J.1042.2018.01331

• Conceptual Framework •     Next Articles

Constructing multi-company identity and reconciling the tensions among them

LI Chunqing1,2(), Lü Junfeng2, MA Baolong2,3, CAO Li2, TAN Le1   

  1. 1 School of Economics and Management, Northwest University, Xi’an 710027, China;
    2 School of Economics and Management, Xi'an Technological University, Xi'an 710021, China
    3 School of Management & Economics, Beijing Institute of Technology, Beijing 100081, China
  • Received:2017-10-12 Online:2018-08-15 Published:2018-07-02
  • Contact: Chunqing LI


This research aims to explore the mechanisms of constructing multi-company identity and investigate how to reconcile the tensions among them based on the theory of multiple company identification. We applied both qualitative and quantitative methods in this research. Our objectives are three-fold: a) firstly develop the definition, structure and measurement of multiple company identification based on social identity theory and identity theory; b) secondly explore the process of multiple company identification development from the perspective of social psychology and cultural innovation; and c) examine the mechanisms of reconciling identity tensions among multiple companies during the multi-company identification development process. Our research contributes to the theory by extending customer-company identification into multiple stakeholders-company identification. The results of this study not only explore the mechanisms of constructing a multiple-company identity, but also investigate how to reconcile the tensions among them. The results could be of practical value by offering insights to companies in maintaining long-term and harmonious relationships with their customers.

Key words: customer-company identification, multi-company identity, multiple identification, reconciling the tension

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