Identification with an organisation as a dual construct

Klement Podnar (Marketing Communication and Public Relations Department, Faculty of Social Sciences, University of Ljubljana, Ljubljana, Slovenia)
Urša Golob (Marketing Communication and Public Relations Department, Faculty of Social Sciences, University of Ljubljana, Ljubljana, Slovenia)
Zlatko Jančič (Marketing Communication and Public Relations Department, Faculty of Social Sciences, University of Ljubljana, Ljubljana, Slovenia)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 20 September 2011

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.

Keywords

Citation

Podnar, K., Golob, U. and Jančič, Z. (2011), "Identification with an organisation as a dual construct", European Journal of Marketing, Vol. 45 No. 9/10, pp. 1399-1415. https://doi.org/10.1108/03090561111151826

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.