Do more hats bring more benefits? Exploring the impact of dual organizational identification on work-related attitudes and performance

Recent work on organizational identity has recognized the possibility of dual identification. We present an analysis of complementary dual identification, according to which the known positive benefits of employer identification are amplified when there exist strong secondary forms of identification at work. Thus, even though non-employer identification is weakly associated with beneficial job outcomes, these secondary aspects of non-employer work identification remain important because they amplify the beneficial impact of employer identification on work attitudes and performance. Using a sample of sales representatives at department stores in Taiwan, we found that the stronger the department-store identification was, the stronger the positive effects of employing-company identification on job performance and customer-oriented behaviour were.