Cognitive Customer-Company Identification

What it measures

Measures the cognitive dimension of customer-company identification, focusing on the degree to which a customer consciously categorises themselves as connected to a company and perceives conceptual overlap between their personal identity and the organisation's identity. Distinguishes between self-categorisation and identity merger as mechanisms of cognitive identification. Validated alongside the companion affective identification scale with discriminant validity confirmed via CFA; AVE = .79. Developed from Johnson, Morgeson, and Hekman's (2012) dual-dimension identification framework.

Response format

7-point Likert

Scale items

• My identity is based in part on my relationship with _____.
• Being associated with _____ helps me express my identity.
• _____ is part of my sense of who I am.
• My sense of self overlaps with the identity of _____.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Insert the company or brand name in the blank. Companion affective identification scale (ACCI) available — see ID 794. Both scales were validated together and should be used in tandem when distinguishing cognitive vs. affective identification.

Recommended companion scales

Citation

Wolter, J.S., & Cronin, J.J. (2016). Re-conceptualizing cognitive and affective customer–company identification: The role of self-motives and different customer-based outcomes. Journal of the Academy of Marketing Science, 44(3), 397–413.

Keywords