Article2011

Identification with an organisation as a dual construct

Klement Podnar · Urša Golob · Zlatko Jančič

28 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Job Satisfaction and Organizational Behavior Management and Organizational Studies

Abstract

Purpose The purpose of this paper is to advance understanding of an individual's identification with an organisation (“organisational identification”) and propose a scale for its measurement, by means of a study drawing on the literature of corporate marketing, and group and corporate identification. Design/methodology/approach Factor analysis was applied to data collected by questionnaire from two independent samples of 200 and 525 respondents, in Slovenia, to test the causal‐path relationship of group and corporate identification to “organisational identification”. Findings Contrary to the prevailing wisdom, “organisational identification” is not a unidimensional construct, but comprises identification with the organisation both as a collective of individuals, and as a social entity. Results confirm the proposed structure of organisational identification, and the sound quality of the scale for its measurement. Practical implications The findings suggest a means for marketing strategists and managers to predict the forms of organisational identification in their organisations, undertake appropriate initiatives for its general enhancement, and thereby strengthen corporate performance. Originality/value This study offers two statistically verified scales for measuring group and corporate identification, and thus has important implications for the existing literature of corporate marketing and organisational identification.

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References

1971Symbolic Interactionism: Perspective and Method.1989Social Identity Theory and the Organization 1978Differentiation between social groups: Studies in the social psychology of intergroup relations.1994Organizational Images and Member Identification 1990Social Identifications: A Social Psychology of Intergroup Relations and Group Processes.2001THE IMPACT OF EMPLOYEE COMMUNICATION AND PERCEIVED EXTERNAL PRESTIGE ON ORGANIZATIONAL IDENTIFICATION.2001Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog 2000Foci and correlates of organizational identification

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