Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction

Rafael Bravo, Jorge Matute () and José M. Pina
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Rafael Bravo: Universidad de Zaragoza
Jorge Matute: Universidad de Zaragoza
José M. Pina: Universidad de Zaragoza

Service Business, 2016, vol. 10, issue 4, No 2, 687-714

Abstract: Abstract This paper analyzes the effects of corporate identity management (CIM) on employees’ responses. Specifically, it advances previous literature by exploring how CIM dimensions affect identity attractiveness, organizational identification, and job satisfaction from the employees’ perspective. The empirical study is aimed at 293 branch managers in the Spanish banking sector, an industry facing changes in the corporate identity of many financial entities. The results show the relative importance of each dimension and help brand managers to anticipate the effects of CIM practices. Of all the dimensions, it highlights the key role of the employee–client focus strategy.

Keywords: Corporate identity management; Identity attractiveness; Organizational identification; Job satisfaction; Banking sector (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11628-015-0287-9

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