Sticking to the script: Employee identification and brand representation

Caroline McGrath, Gail Ann Berger

Research output: Contribution to journalArticlepeer-review

Abstract

This paper explores the relationship between an employee’s identification with an organization and the employee’s ability to represent the organization’s brand to external stakeholders. The relationship between employee identification and an employee’s ability to represent the brand was tested by collecting quantitative data via an online survey. Correlation and multi-variate regression analyses were conducted to determine the strength of the relationship between the variables (employee identification, brand representation). This study found a statistically significant positive correlation between organizational identification and an employee’s willingness to represent the organization’s brand. The study also found that brand knowledge needs to also be present for the relationship between organizational identification and brand representation to hold true.

Original languageEnglish (US)
Pages (from-to)1-16
Number of pages16
JournalManagement Education
Volume14
Issue number3-4
DOIs
StatePublished - 2015

Keywords

  • Brand
  • Identity theory
  • Organizational culture

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Education

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