Consumer-Company Identification is a relatively new issue in the marketing academia. Bhattacharya and Sen (2003) explored the Social Identity theory and established Consumer-Company Identification as the primary psychological substrate for deep relationships between the organization and its customers. In the present study a new instrument was constructed and validated that permits the empirical verification of the phenomenon described by Bhattacharya and Sen (2003). The scale validated in the present study is the first to embrace the idiosyncrasies of the identification between consumers and organizations. The process was conducted through 3 independent data collections. The first one was collected using literature search and in-depth interviews with 12 undergraduate students and bachelors from different professional fields. The second data base was obtained from a survey of 226 undergraduate students from 3 universities in 2 big Brazilian cities. This data base was used for purification purposes using Explanatory Factorial Analysis. Finally, the Structural Equation Modeling technique was applied to analyze a third data base composed of 387 observations collected from the same 3 universities of the second study. The results confirm the content, convergent and discriminant validity of the new scale proposed.
Este trabalho aborda um segmento de mercado ainda pouco estudado no Brasil: crianças até 14 anos pertencentes a famílias de baixa renda. Sob tal foco e mediante a teoria acerca do tema, são analisados e detectados padrões de comportamento deste segmento de mercado dentro de um ambiente de varejo supermercadista e a sua influência nesta atmosfera. Este trabalho se apóia teoricamente nas principais obras que tratam do desenvolvimento psicológico e do processo de socialização da criança, bem como em textos específicos da área de consumo infantil. A parte empírica desta pesquisa recorreu a técnicas de observações e de entrevistas para maior compreensão do objeto de estudo. Como contribuição, este trabalho gerou categorias que auxiliam a construção de uma visão holística do comportamento e do processo de socialização da criança no ambiente varejista.
This work deals with a market segment that is so far little studied in Brazil: children up to 14 years old who come from low income families. With this focus and using the theory on this theme, the behavior patterns of this market segment are detected and analyzed within a retail supermarket, as is their influence on this particular environment. This work is supported by the main theoretical works that deal with psychological development and the process of child socialization, as well as by specific texts taken from the area of consumption by children. The empirical part of this research resorted to observation and interview techniques to obtain a greater understanding of the object of the study. This work's contribution is that it has generated categories that help with the construction of a holistic view of behavior and of the socialization process of children in a retail environment.