IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v116y2020icp75-84.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632030312X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.05.020?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jennifer Wiggins Johnson & Veronica Thomas & Joann Peck, 2010. "Do specialized MBA programs cultivate alumni relationships and donations?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 119-134, June.
    2. Albert Ade. Okunade & Phanindra V. Wunnava & Raymond Walsh, 1994. "Charitable Giving of Alumni," American Journal of Economics and Sociology, Wiley Blackwell, vol. 53(1), pages 73-84, January.
    3. Simona Romani & Silvia Grappi & Richard Bagozzi, 2013. "Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values," Journal of Business Ethics, Springer, vol. 114(2), pages 193-206, May.
    4. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    5. Andrea C. Morales, 2005. "Giving Firms an "E" for Effort: Consumer Responses to High-Effort Firms," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 806-812, March.
    6. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    7. Palmer, Adrian & Koenig-Lewis, Nicole & Asaad, Yousra, 2016. "Brand identification in higher education: A conditional process analysis," Journal of Business Research, Elsevier, vol. 69(8), pages 3033-3040.
    8. Su, Lujun & Swanson, Scott R. & Chinchanachokchai, Sydney & Hsu, Maxwell K. & Chen, Xiaohong, 2016. "Reputation and intentions: The role of satisfaction, identification, and commitment," Journal of Business Research, Elsevier, vol. 69(9), pages 3261-3269.
    9. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lee, Hyunjung Crystal & Chugani, Sunaina & Namkoong, Jae-Eun, 2022. "The role of entitlement and perceived resources in gratitude’s effect on materialism: Longitudinal and situational effects," Journal of Business Research, Elsevier, vol. 139(C), pages 993-1003.
    2. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.
    3. Leroy Robinson, 2017. "Embracing online education: exploring options for success," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 99-111, January.
    4. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    5. Won‐Moo Hur & Hanna Kim & Hyun Kyung Kim, 2018. "Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer‐company identification and affective commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1258-1269, November.
    6. Marta Retamosa & Ángel Millán & Miguel Moital, 2020. "Does the Type of Degree Predict Different Levels of Satisfaction and Loyalty? A Brand Equity Perspective," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 57-77, May.
    7. De Vries, Eline L.E. & Duque, Lola C., 2018. "Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns," Journal of Retailing, Elsevier, vol. 94(4), pages 352-363.
    8. Cachón Rodríguez, Gabriel & Prado Román, Camilo, 2020. "The identification-loyalty relationship in a university context of crisis: the moderating role of students and graduates," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    9. Kim, Junghyun & Park, Taehoon, 2020. "How corporate social responsibility (CSR) saves a company: The role of gratitude in buffering vindictive consumer behavior from product failures," Journal of Business Research, Elsevier, vol. 117(C), pages 461-472.
    10. Karen Winterich & Andrea Morales & Vikas Mittal, 2015. "Disgusted or Happy, It is not so Bad: Emotional Mini-Max in Unethical Judgments," Journal of Business Ethics, Springer, vol. 130(2), pages 343-360, August.
    11. Laura Pascual‐Nebreda & Pablo Cabanelas‐Lorenzo & Alicia Blanco‐González, 2022. "Understanding dissatisfaction through evaluation theory," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 3116-3129, October.
    12. Sujay Dutta & Abhijit Guha & Abhijit Biswas & Dhruv Grewal, 2019. "Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 417-437, May.
    13. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    14. Claudia Townsend & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 794-815.
    15. Allais, Olivier & Etilé, Fabrice & Lecocq, Sébastien, 2015. "Mandatory labels, taxes and market forces: An empirical evaluation of fat policies," Journal of Health Economics, Elsevier, vol. 43(C), pages 27-44.
    16. Xia, Lan & Kukar-Kinney, Monika, 2014. "For our valued customers only: Examining consumer responses to preferential treatment practices," Journal of Business Research, Elsevier, vol. 67(11), pages 2368-2375.
    17. Dugan, K. & Mullin, C.H. & Siegfried, J.J., 2000. "Undergraduate Financial Aid and Subsequent Giving Behavior," Williams Project on the Economics of Higher Education DP-57, Department of Economics, Williams College.
    18. Paolo Crosetto & Marco Mantovani, 2012. "Availability of Information and Representation Effects in the Centipede Game," Jena Economics Research Papers 2012-051, Friedrich-Schiller-University Jena.
    19. Bhargave, Rajesh & Chakravarti, Amitav & Guha, Abhijit, 2015. "Two-stage decisions increase preference for hedonic options," LSE Research Online Documents on Economics 64119, London School of Economics and Political Science, LSE Library.
    20. Adam, Marc T.P. & Astor, Philipp J. & Krämer, Jan, 2016. "Affective Images, Emotion Regulation and Bidding Behavior: An Experiment on the Influence of Competition and Community Emotions in Internet Auctions," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 56-69.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:116:y:2020:i:c:p:75-84. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.