In the GNS construction, we have a $C^*$-algebra $A$ and a state $\phi$. Then we can construct a representation $\Pi: A\rightarrow B(H_\phi)$ for some GNS Hilbert space $H_\phi$.
I wonder if there's any useful general results regarding the relation between the norm in $A$ and that in $\Pi(A)$. I know if $\Pi$ is injective, it is isometric. In general, $\Pi$ is only contractive, i.e. $\|\Pi(A)\|\leq \|A\|$. Equality is always attained by unitary elements. Also clear is the lower bound $\|\Pi(A)\|^2\geq \phi(A^*A)$.
I'm interested in any results regarding this question: results for a specific class of elements or a specific class of algebras. If there isn't any, are things just behave randomly in between the two obvious bounds? Are there elements that attains the lower bound (besides identity)?