Article2010

Determinants of organisational identification and supportive intentions

Taehee Kim · Kyung-Ro Chang · Yong Jae Ko

69 citations0/0 files storedJournal of Marketing Management

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Consumer Behavior in Brand Consumption and Identification Job Satisfaction and Organizational Behavior Organizational Strategy and Culture

Abstract

Organisational identification is the perception of belongingness to an organisation and a sense of oneness with the organisation. Identification has long been recognised as having important implications for the sense of satisfaction and belonging of employees and for the effectiveness of the organisation. Our research examined the impact of students' identification with a university on intentions to support the university. Drawing data collected at three different universities in Korea, the researchers investigated: (1) the effect of students' identification with athletic programmes and their academic department on identification with a university and intentions to support a university; and (2) the effect of identification with a university on intentions to support the university. Three hundred and six university students participated in the study. Structural equation modelling (i.e. LISREL) was employed to test the causal relationships among the hypothesised relationships. Results showed that identification with both athletic programmes and academic department had strong effects on intentions to support the university. In addition, those who identified with the university showed strong intentions to support the university. The results of the study indicate that individuals who identify with the organisation are apt to support it in various ways, and that identification can be encouraged through various means. The findings of this study may also suggest some important implications for marketing managers and their organisations.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1951Coefficient Alpha and the Internal Structure of Tests 1998Principles and Practice of Structural Equation Modeling 2004The Social Identity Theory of Intergroup Behavior 1998Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.1979Review of Psychometric theory (2nd ed.).1990PSYCHOLOGICAL CONDITIONS OF PERSONAL ENGAGEMENT AND DISENGAGEMENT AT WORK.1986Psychology of intergroup relations

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