Skip to main content
Culture masquerading, identity and organizational commitment
Psychology Department Faculty Publications
  • Ma. Regina Hechanova, Ateneo de Manila University
Document Type
Publication Date

This mixed method study examines the impact of culture masquerading among 488 Filipino customer service representatives handling international accounts. Culture masquerading is practised via taking on foreign names, locations and nationalities. Applying social identity theory, it is hypothesized and supported that masquerading of nationality is negatively related to cultural identity. As predicted, there is a positive relationship between cultural identity and organization commitment. No support is found for the hypothesis that cultural identity mediates the relationship between culture masquerading. Situated identity theory and economic, social, and historical influences are used to explain these findings.

Citation Information
Hechanova, R. (2012). Culture masquerading, identity and organizational commitment. Asian Journal of Social Psychology, 15(3), 208-219.