Record Details

Brand identity management and corporate social responsibility: an analysis from employees’ perspective in the banking sector

The Journal of Business Economics and Management

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Field Value
 
Title Brand identity management and corporate social responsibility: an analysis from employees’ perspective in the banking sector
 
Creator Bravo, Rafael
Buil, Isabel
Chernatony, Leslie de
Martínez, Eva
 
Subject brand identity management
corporate social responsibility
perceived external prestige
organisational commitment
employees
banking sector
 
Description Brand identity management and corporate social responsibility have increased importance in both managerial practice and academic research. However, only a small number of studies have examined how these strategic tools influence employees’ attitudes and behaviours. The aim of this paper is, therefore, to analyse how employees’ perceptions of brand identity management and corporate social responsibility affect their attitudes and behaviours. An empirical study was undertaken among a sample of 297 front line employees working in the UK banking sector. Hypotheses were tested using partial least square regression. The results show that employees’ perceptions of brand identity management and corporate social responsibility determine their commitment towards their organisations, both directly and indirectly through perceived external prestige. Organisational commitment explains employees’ brand performance and brand citizenship behaviour. Age differences indicate higher impact of brand identity management on older employees, and higher effects of perceived corporate social responsibility in younger employees. The results extend existing knowledge and are informative for bank managers.
 
Publisher VGTU Press Technika
 
Date 2017-04-21
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journals.vgtu.lt/index.php/JBEM/article/view/1171
10.3846/16111699.2016.1209785
 
Source Journal of Business Economics and Management; Vol 18 No 2 (2017); 241-257
2029-4433
1611-1699
 
Language eng
 
Relation https://journals.vgtu.lt/index.php/JBEM/article/view/1171/914