A literature review is conducted on the formation of Consumer-Company (C-C) identification states and their influence on consumer behavior. Based on the management and marketing academic literature contributions published during the last four decades, C-C antecedents and consequences are identified, classified and explained. The survey thus conducted is useful not only for researchers dealing with the state of the art of the topic, but for managers interested in conducting relational marketing campaigns with the aim of attaining C-C identification.