Sticking to the Script: Employee Identification and Brand Representation

By Caroline McGrath and Gail Ann Berger.

Published by Management Education: An International Journal

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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.

Keywords: Organizational Culture, Brand, Identity Theory

Management Education: An International Journal, Volume 14, Issue 3-4, pp.1-16. Article: Print (Spiral Bound). Article: Electronic (PDF File; 742.555KB).

Caroline McGrath

PhD Candidate, Masters Science Learning and Organizational Change, School of Education and Social Policy, Northwestern University, Evanston Illinois, Seattle, WA, USA

Dr. Gail Ann Berger

Lecturer, Learning and Organizational Change, Northwestern University, Evanston, IL, USA