ABSTRACT
This chapter explores the relationships that channel members have with the brands and companies they represent. Within the field of organizational behavior, various theoretical approaches have been applied to the study of identification including social identity theory and identity/role theory. Tensions between hierarchy and autocracy identities revolve around values related to autonomy and authority, while tensions between identities of a clan and market identities revolve around business norms of self interest and communal norms of loyalty and commitment. The study of identity and identification has taken on increased importance within the domain of organizational behavior as traditional company structures have given way to greater mobility and disaggregation between the workforce and the integration of more non-traditional work relations. Competing identity claims are inevitable given that large conglomerates often own a portfolio of brands. Franchising agreements create a unique relationship between franchisor and franchisee.
