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

Author

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  • Rafael Bravo

    (Universidad de Zaragoza)

  • Jorge Matute

    (Universidad de Zaragoza)

  • José M. Pina

    (Universidad de Zaragoza)

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.

Suggested Citation

  • Rafael Bravo & Jorge Matute & José M. Pina, 2016. "Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 687-714, December.
    • Handle: RePEc:spr:svcbiz:v:10:y:2016:i:4:d:10.1007_s11628-015-0287-9
    DOI: 10.1007/s11628-015-0287-9
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    References listed on IDEAS

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    Cited by:

    1. Cindy Yunhsin Chou & Yung-Cheng Shen & Po-Han Wu & Heng-Yu Lin, 2022. "Employee perceived meaning of work and service adaptive behavior: a psychological resourcefulness perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1035-1063, December.
    2. Tourky, Marwa & Alwi, Sharifah Faridah Syed & Kitchen, Philip & Melewar, T.C. & Shaalan, Ahmed, 2020. "New conceptualization and measurement of corporate identity: Evidence from UK food and beverage industry," Journal of Business Research, Elsevier, vol. 109(C), pages 595-606.
    3. Carlos Martin-Rios & Eva Parga-Dans & Susana Pasamar, 2019. "Innovation strategies and complementarity between innovation activities: the case of commercial archaeological firms," Service Business, Springer;Pan-Pacific Business Association, vol. 13(4), pages 695-713, December.

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