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How organizational identification among retail employees is affected by advertising
Affiliation:1. Center for Retailing, Stockholm School of Economics, Sweden;2. School of Business, Stockholm University, Sweden;1. School of Business Administration Pontificia Universidad Javeriana Cali, Cali, Colombia;2. Centre for Advanced Retail Studies (CARS), Massey Business School, Massey University, North Shore, Auckland 0745, New Zealand;3. Institute for Retail Studies, Stirling Management School, Stirling University, Stirling FK9 4LA, United Kingdom;1. College of Business Administration, Loyola Marymount University, One LMU Drive, MS 8395, Los Angeles, CA 90045, USA;2. Naveen Jindal School of Management, The University of Texas at Dallas, 800 West Campbell Road, SM32, Richardson, TX 75080, USA;3. Sam M. Walton College of Business, The University of Arkansas, 220 N Ozark Ave, Fayetteville, AR 72701, USA;1. Electrical Engineering Department, The University of Jordan, Amman 11942, Jordan;2. Computer Engineering Department, The University of Jordan, Amman 11942, Jordan;1. Old Dominion University, Strome College of Business, Department of Marketing, 2160 Constant Hall, Norfolk, VA 23529, USA;2. Old Dominion University, Strome College of Business, Department of Marketing, 2040 Constant Hall, Norfolk, VA 23529, USA;1. Dept. of Electrical and Electronic Engineering, Yonsei Univ., 134 Shinchon-Dong, Seodaemun-Gu, Seoul, South Korea;2. Dept. of Computational Science & Engineering, Yonsei Univ., 134 Shinchon-Dong, Seodaemun-Gu, Seoul, South Korea;1. Department of Marketing, University of Castilla-La Mancha, Cobertizo San Pedro Mártir s/n, 45071 Toledo, Spain;2. Universidad Autónoma de Chile, Santiago, Chile
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
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