Identification management and its bases: Bridging management and marketing perspectives through a focus on affiliation dimensions
M. Teresa Cardador, Michael G. Pratt
Journal of the Academy of Marketing Science · 2006 · Volume 34 · Issue 2
Abstract
There has been growing interest in both management and marketing regarding how individuals become identified with organizations and how organizations attempt to manage these identifications. The authors present a framework built on explicit and implicit points of convergence in research conducted in both these disciplines. In their review of the management and marketing literatures, the authors suggest three fundamental mechanisms, or “bases”, for managing organizational identification: relational, behavioral, and symbolic. Furthermore, the authors argue that how an individual is affiliated with an organization will impact the relative influence of these identification management bases. The authors conclude by suggesting how management and marketing scholars can create a theoretical space for future interdisciplinary work Such a change would involve moving away from “employees” versus “customers” as a prime division between the fields and moving toward a more fine-grained approach that emphasizes the unique characteristics of individual-organizational relationships.
Keywords
organizational, identification, affiliation, managing identification, social identity theory, role theory, externalization, extended self, symbols
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