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How organizational identification among retail employees is affected by advertising

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  • Rosengren, Sara
  • Bondesson, Niklas

Abstract

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.

Suggested Citation

  • Rosengren, Sara & Bondesson, Niklas, 2017. "How organizational identification among retail employees is affected by advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 204-209.
    • Handle: RePEc:eee:joreco:v:38:y:2017:i:c:p:204-209
    DOI: 10.1016/j.jretconser.2017.06.005
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    References listed on IDEAS

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    1. Ailawadi, Kusum L. & Beauchamp, J.P. & Donthu, Naveen & Gauri, Dinesh K. & Shankar, Venkatesh, 2009. "Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research," Journal of Retailing, Elsevier, vol. 85(1), pages 42-55.
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    4. Gremler, Dwayne D. & Gwinner, Kevin P., 2008. "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, Elsevier, vol. 84(3), pages 308-324.
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    6. Lichtenstein, Donald R. & Netemeyer, Richard G. & Maxham, James G., 2010. "The Relationships Among Manager-, Employee-, and Customer-Company Identification: Implications For Retail Store Financial Performance," Journal of Retailing, Elsevier, vol. 86(1), pages 85-93.
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    8. Tang, Chuanyi & Liu, Yongmei & Oh, Hyunjoo & Weitz, Barton, 2014. "Socialization Tactics of New Retail Employees: A Pathway to Organizational Commitment," Journal of Retailing, Elsevier, vol. 90(1), pages 62-73.
    9. Hamelin, Nicolas & Moujahid, Othmane El & Thaichon, Park, 2017. "Emotion and advertising effectiveness: A novel facial expression analysis approach," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 103-111.
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    Cited by:

    1. Pei-Hsuan Tsai & Chih-Jou Chen & Jia-Wei Tang, 2021. "Key Factors Influencing Talent Retention and Turnover in Convenience Stores: A Comparison of Managers’ and Employees’ Perspectives," SAGE Open, , vol. 11(4), pages 21582440211, December.
    2. Di Mascio, Rita & Fatima, Johra, 2018. "The role of identification in frontline employee decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 131-138.

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