IDEAS home Printed from
   My bibliography  Save this article

Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India


  • Mishra, Sushanta Kumar
  • Bhatnagar, Deepti
  • D’Cruz, Premilla
  • Noronha, Ernesto


With the increasing importance of customer service in sustaining competitive advantage, one of the challenges before the organizations is how to motivate their employees to perform desired emotional labor during customer interactions. The present study examines the linkage between perceived external prestige and emotional labor strategies among the pharmaceutical representatives in India. Drawing from the social comparison theory and social identity theory, the study shows that perceived external prestige influences employees’ emotional labor strategies directly as well as through organizational identification. Contributions of the study to theory and to human resource management practices are discussed.

Suggested Citation

  • Mishra, Sushanta Kumar & Bhatnagar, Deepti & D’Cruz, Premilla & Noronha, Ernesto, 2012. "Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India," Journal of World Business, Elsevier, vol. 47(2), pages 204-212.
  • Handle: RePEc:eee:worbus:v:47:y:2012:i:2:p:204-212
    DOI: 10.1016/j.jwb.2011.04.007

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Pawan S. Budhwar & Harsh K. Luthar & Jyotsna Bhatnagar, 2006. "The Dynamics of HRM Systems in Indian BPO Firms," Journal of Labor Research, Transaction Publishers, vol. 27(3), pages 339-360, June.
    2. Avlonitis, George J. & Panagopoulos, Nikolaos G., 2007. "Exploring the influence of sales management practices on the industrial salesperson: A multi-source hierarchical linear modeling approach," Journal of Business Research, Elsevier, vol. 60(7), pages 765-775, July.
    3. Selmer, Jan & Chiu, Randy, 2004. "Required human resources competencies in the future: a framework for developing HR executives in Hong Kong," Journal of World Business, Elsevier, vol. 39(4), pages 324-336, November.
    4. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
    5. Brian M. Lucey & Michael Dowling, 2005. "The Role of Feelings in Investor Decision-Making," Journal of Economic Surveys, Wiley Blackwell, vol. 19(2), pages 211-237, April.
    6. Piercy, Nigel F. & Low, George S. & Cravens, David W., 2004. "Examining the effectiveness of sales management control practices in developing countries," Journal of World Business, Elsevier, vol. 39(3), pages 255-267, August.
    7. Grandey, Alicia A. & Fisk, Glenda M. & Mattila, Anna S. & Jansen, Karen J. & Sideman, Lori A., 2005. "Is "service with a smile" enough? Authenticity of positive displays during service encounters," Organizational Behavior and Human Decision Processes, Elsevier, vol. 96(1), pages 38-55, January.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:spr:manint:v:53:y:2013:i:1:d:10.1007_s11575-012-0166-8 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:worbus:v:47:y:2012:i:2:p:204-212. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.