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How organizational identification among retail employees is affected by advertising

Sara Rosengren and Niklas Bondesson

Journal of Retailing and Consumer Services, 2017, vol. 38, issue C, 204-209

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.

Keywords: Retailing; Organizational identification; Communications; Advertising; Internal marketing; Employees (search for similar items in EconPapers)
Date: 2017
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