Impact of corporate identity on employee brand citizenship behaviours

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNConference contribution with ISSN or ISBN

Abstract

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.
Original languageEnglish
Title of host publication4th International Colloquium on Corporate Branding, Identity, Image and Reputation
Publication statusPublished - 3 Sep 2018
Event4rd International Colloquium on Corporate Branding, Identity, Image and Reputation - Cetraro, Calabria, Italy
Duration: 3 Sep 20184 Sep 2018
Conference number: 4
http://www.cobiir.com/

Conference

Conference4rd International Colloquium on Corporate Branding, Identity, Image and Reputation
Abbreviated titleCOBIIR
CountryItaly
CityCalabria
Period3/09/184/09/18
Internet address

Fingerprint

Citizenship behavior
Employees
Corporate identity
Retail
Service organization
Customer retention
Organizational performance
Sustainability
Interaction
Brand reputation
Brand management

Cite this

Gilani, H. (2018). Impact of corporate identity on employee brand citizenship behaviours. In 4th International Colloquium on Corporate Branding, Identity, Image and Reputation
Gilani, Hasan. / Impact of corporate identity on employee brand citizenship behaviours. 4th International Colloquium on Corporate Branding, Identity, Image and Reputation. 2018.
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Gilani, H 2018, Impact of corporate identity on employee brand citizenship behaviours. in 4th International Colloquium on Corporate Branding, Identity, Image and Reputation. 4rd International Colloquium on Corporate Branding, Identity, Image and Reputation, Calabria, Italy, 3/09/18.

Impact of corporate identity on employee brand citizenship behaviours. / Gilani, Hasan.

4th International Colloquium on Corporate Branding, Identity, Image and Reputation. 2018.

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNConference contribution with ISSN or ISBN

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AB - 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.

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Gilani H. Impact of corporate identity on employee brand citizenship behaviours. In 4th International Colloquium on Corporate Branding, Identity, Image and Reputation. 2018