“…Group and organisational identity are well researched in different fields of specialisation, including marketing (Amy, 2002;Gupta & Ogden, 2009;Grier & Rohit, 2001), education (Hartnett, 2007;Gurim & Nagda, 2006;Stark-Rose, Lokken & Zarghami, 2009), anthropology (Torres-Rouff, 2008, sociology (Wade & Brittan-Powell, 2000;Yount, 2004;Heaven, 1999a;Purdie-Vaughns & Eibach, 2008;Swann, Kwan, Polzer & Milton, 2003) and psychology (Anthony, 2005;Lipponen & Leskinen, 2006;Mali, 2006;Noels & Clement, 1996;Heaven, 1999b;Volkan, 2009). Organisational psychology yields a substantial amount of research in this field (Randel, 2002;Hatch & Schultz, 2002;Meyer, Bartunek & Lacey, 2002), mostly conceptualised from the humanistic view.…”