An identification-based relationship marketing model: Conceptual development and empirical investigation

This thesis proposes and empirically confirms a multi-theoretical model for relationship marketing. Social contract theory and social identity theory, two distinct yet complementary theories, are integrated to provide an expanded theoretical conceptualization of the relationship between consumer and company in the business-to-consumer context. Relationship quality (social contract theory) mediates the relationship between identification (social identity theory) and the behavioural loyalty intentions of future patronage and positive word of mouth promotion. This model contributes to the growing body of relationship marketing literature in several ways. First, it conceptualizes, operationalizes, and empirically confirms the superiority of relationship quality as a second-order construct. Second, it successfully integrates two distinct theoretical foundations; social contract theory and social identity theory. Finally, framing consumer-company relationships from a social contract perspective requires a focus on fair and equitable treatment as opposed to strictly mutual gain through exchange.