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The role of identification and gratitude in motivating organization-serving intentions and behaviors

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  • Madrigal, Robert

Abstract

Whereas organizational identification (OID) is a cognitive construct pertaining to the connectedness one has with an organization, gratitude toward the organization (GRAT) is felt when one (beneficiary) perceives that an individual or organization (benefactor) has intentionally acted to improve the beneficiary's well-being. Both are thought to motivate a desire to help the organization achieve its goals. The current research specifies a model in which OID and GRAT mediate the direct effect of organizational prestige (PRES) and satisfaction with the benefits received from the organization (SATIS) on a set of outcomes supportive of the organization: donating behavior, paid membership, support of corporate sponsors, and word-of-mouth recommendations. Data from 407 alumni of a large public university provide support for this theorizing. The relative predictive ability of (1) OID vs. GRAT to act as mediators and (2) SATIS and PRES to act as antecedents are investigated. Implications for theory and practice are discussed.

Suggested Citation

  • Madrigal, Robert, 2020. "The role of identification and gratitude in motivating organization-serving intentions and behaviors," Journal of Business Research, Elsevier, vol. 116(C), pages 75-84.
    • Handle: RePEc:eee:jbrese:v:116:y:2020:i:c:p:75-84
    DOI: 10.1016/j.jbusres.2020.05.020
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    Cited by:

    1. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    2. Hongcui Yang & Chuqiao Liang & Yue Liang & Ying Yang & Peilian Chi & Xianglong Zeng & Qinglu Wu, 2023. "Association of Gratitude With Individual and Organizational Outcomes Among Volunteers: An Application of Broaden-and-Build Theory of Positive Emotions," SAGE Open, , vol. 13(4), pages 21582440231, December.

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