Massimo Bergami

TL;DR: The results show that affective commitment and self-esteem are the primary motivators of citizenship behaviours and cognitive identification performs as a central mediator between prestige and stereotypes on the one hand, and affectivecommitment andSelf-esteem on the other.

TL;DR: This article investigated the usefulness of the theory of reasoned action for fast food restaurant patronage decisions and found that subjective norms were found to influence decisions when eating with friends, but not when alone; the effects of attitudes, subjective norms, and past behavior on intentions were greater for Americans than Italians, Chinese, or Japanese; and in general, more explained variance occurred for Western (American, Italian) than Eastern (Chinese, Japanese) cultures.

TL;DR: The authors investigated empirically the relative emphasis accorded by members of a brand community to identification with that community and identification with the brand owner, and concluded that brand loyalty is primarily influenced by identification of the brand community, through the mediating role of brand affect.

TL;DR: A heuristic nomothetic summary of goals, arranged in an interconnected hierarchy, was derived and was validated by regressing attitudes, intentions to reenlist, and commitment toward the army on motives and linkages between motives.

TL;DR: A theory of personal, relational, and collective identities that links organizations and consumers is developed that shows the interplay amongst the identities shown to order affective, cognitive, and evaluative reactions toward each target.