Impact of corporate identity on employee brand citizenship behaviours

This conceptual paper aims to explore the impact of corporate identity on employee brand citizenship behaviour, within in a retail setting. For a retail organisation, brand reputation and customer’s brand perception are of great significance as they are regarded as main contributors towards organizational performance, customer retention and sustainability. The importance of employees within service organisations is regarded as disproportionate due to the extensive interaction between employee and customer. The constructs of corporate identity and internal brand management are well documented, however brand citizenship behaviour is regarded as relatively under-researched. This study aims to complement and extend the work of existing academics on the subject area.