Construed external image and organizational identification: a test of the moderating influence of need for self-esteem.

According to Social Identity Theory (cf., J. G. March & H. A. Simon, 1958), individuals tend to identify with prestigious or high-status groups. Researchers (J. E. Dutton, J. M. Dukerich, & C. V. Harquail, 1994) have revealed that organizational members also identify with organizations that have attractive public images. To gain a better understanding of the theoretical reasons underlying the relationship between image and identification in organizations, the authors examined this relationship in a healthcare setting. In addition, they investigated need for esteem as a moderator of the relationship between construed external image and organizational identification. Consistent with previous findings, the present results indicated that construed external image is positively related to organizational identification. Perhaps it is more important that the present findings also supported need for esteem as a moderator of the relationship between construed external image and organizational identification.