“I want to work in stores where I like to shop”: retail career transformation from customers to employees in China

This study aims to examine whether brand identification influences individuals’ motivation to assume employee roles and their intentions to pursue a retail career, and to develop a retail career value model in China. A total of 516 young Chinese workers responded to an online questionnaire. Results of the structural equation modelling showed that value congruence and brand identification increase compliance, perceived pay fairness, and brand knowledge sharing, thereby enhancing intentions to work and perform well in retail settings. This research provides insight into how targeted recruitment strategies may convert engaged consumers into members of the retail workforce.