Research addressing organizational identification has proliferated over the past two decades across several disciplines including social psychology, communication, and organizational behavior (Jones and Volpe 2011; Riketta 2005). Recently, research in marketing, particularly that related to frontline employees, has begun to utilize organizational/job identification as an explanatory construct (e.g., Gabler, Rapp, and Richey 2014; Korschun, Bhattacharya, and Swain 2014). Organizational identification refers to a feeling of oneness with the organization such that membership in the organization becomes a part of one’s self-concept