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Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India

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  • Mishra, Sushanta Kumar
  • Bhatnagar, Deepti
  • D’Cruz, Premilla
  • Noronha, Ernesto

Abstract

With the increasing importance of customer service in sustaining competitive advantage, one of the challenges before the organizations is how to motivate their employees to perform desired emotional labor during customer interactions. The present study examines the linkage between perceived external prestige and emotional labor strategies among the pharmaceutical representatives in India. Drawing from the social comparison theory and social identity theory, the study shows that perceived external prestige influences employees’ emotional labor strategies directly as well as through organizational identification. Contributions of the study to theory and to human resource management practices are discussed.

Suggested Citation

  • Mishra, Sushanta Kumar & Bhatnagar, Deepti & D’Cruz, Premilla & Noronha, Ernesto, 2012. "Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India," Journal of World Business, Elsevier, vol. 47(2), pages 204-212.
    • Handle: RePEc:eee:worbus:v:47:y:2012:i:2:p:204-212
    DOI: 10.1016/j.jwb.2011.04.007
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    Cited by:

    1. Tai-Wei Chang & Yu-Shan Chen & Chun-Yu Lin, 2022. "The Myth of Organizational Change Process: A Study of Uniting Organizational Identity, Promoting Organizational Performance, and Member Behavior," SAGE Open, , vol. 12(1), pages 21582440221, March.
    2. Mukherjee, Debmalya & Kumar, Satish & Mukherjee, Deepraj & Goyal, Kirti, 2022. "Mapping five decades of international business and management research on India: A bibliometric analysis and future directions," Journal of Business Research, Elsevier, vol. 145(C), pages 864-891.
    3. Inyong Shin & Won‐Moo Hur, 2020. "How are service employees' perceptions of corporate social responsibility related to their performance? Prosocial motivation and emotional labor as underlying mechanisms," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2867-2878, November.
    4. Bi-Juan Zhong & Yaping Gong & Oded Shenkar & Yadong Luo & Zhixing Xiao & Shuming Zhao, 2023. "Managing the hearts of boundary spanners: CEO organizational identification and international joint venture performance," Asia Pacific Journal of Management, Springer, vol. 40(1), pages 87-119, March.
    5. Florian Becker-Ritterspach & Tico Raaijman, 2013. "Global Transfer and Indian Management," Management International Review, Springer, vol. 53(1), pages 141-166, February.
    6. Lee, Na Young & Zablah, Alex R. & Noble, Stephanie M., 2023. "A meta-analytic investigation of the organizational identification – Job performance relationship in the frontlines," Journal of Retailing, Elsevier, vol. 99(3), pages 370-384.
    7. Pengfei Cheng & Jingxuan Jiang & Zhuangzi Liu, 2022. "The Influence of Perceived External Prestige on Emotional Labor of Frontline Employees: The Mediating Roles of Organizational Identification and Impression Management Motive," IJERPH, MDPI, vol. 19(17), pages 1-15, August.

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