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This article presents an empirical test of organizational identification in the context of customercompany (C-C) relationships. It investigates whether customers identify with companies and what the antecedents and consequences of such identification are. The model posits that perceived company characteristics, construed external image, and the perception of the company's boundary-spanning agent lead to C-C identification. In turn, such identification is expected to impact both in-role behaviordoi:10.1037/0021-9010.90.3.574 pmid:15910151 fatcat:nf55pwpfm5htbc3leq4cma7fou