Literature claims that frontline employees (FLEs) who identify strongly with brands and organizations are more likely to make decisions that are aligned with the objectives of brand (Kimpakorn and Tocquer, 2009) and organization (Smidts et al., 2001). This claim is based on studies of general FLE identification and behaviors, and coheres with an implicit assumption in marketing literature that FLE identification levels are stable, with predictable behavioral outcomes. However, it is unknown whether the claim applies to specific instances of decision-making. This article is a first step toward testing that claim. A self-report survey was used that asked retail FLEs to think of a difficult situation they faced recently while serving a customer, and the factors they considered in resolving the situation; and then asked about general levels of brand- and organizational-identification. The stated likelihood of considering brand- and organization-factors was unrelated to general brand- and organizational-identification, but was related to service experience. This study suggests that: (a) FLE brand- and organizational- identification should be viewed as less stable (or more labile) than currently assumed in marketing literature, and that general levels of identification may not transfer to some specific situations of decision-making; (b) employees can distinguish between organization and brand identities; and (c) researchers studying retail FLE identification using survey methods should incorporate robustness checks to deal with lability of identification.
Journal of Retailing and Consumer Services – Elsevier
Published: Jul 1, 2018
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera