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How organizational identification among retail employees is affected by advertising
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
Number of Authors: 22017 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 38, p. 204-209Article in journal (Refereed) Published
Abstract [en]

This paper investigates whether the organizational identification among retailer employees can be influenced by advertising aimed at consumers. The results of an experimental study of employees at a large grocery retailer show a positive impact of advertising exposure on organizational identification. Employee perceptions of advertising effectiveness (and not their feelings of pride with regards to the advertising) are found to explain this effect. The results suggest that advertising can serve an important human resource role tool by helping retailers build organizational identification amongst its employees. Further managerial implications are discussed in the paper.

Place, publisher, year, edition, pages
2017. Vol. 38, p. 204-209
Keywords [en]
Retailing, Organizational identification, Communications, Advertising, Internal marketing, Employees
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-149762DOI: 10.1016/j.jretconser.2017.06.005ISI: 000416094300021OAI: oai:DiVA.org:su-149762DiVA, id: diva2:1165362
Available from: 2017-12-13 Created: 2017-12-13 Last updated: 2017-12-13Bibliographically approved

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Bondesson, Niklas
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