(AMNE:(SOCIAL SCIENCES Business and economics)) lar1:(hhs) pers:(Rosengren Sara)
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How organizational identification among retail employees is affected by advertising
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- Rosengren, Sara (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Bondesson, Niklas (author)
- Stockholms universitet,Företagsekonomiska institutionen,Stockholm Business School (SE)
- (creator_code:org_t)
- Elsevier BV, 2017
- 2017
- English.
- In: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989 .- 1873-1384. ; 38, s. 204-209
- Journal article (peer-reviewed)
Abstract
Subject headings
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- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Retailing
- Organizational identification
- Communications
- Advertising
- Internal marketing
- Employees
Publication and Content Type
- ref (subject category)
- art (subject category)
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