Impact of corporate identity on employee brand citizenship behaviours

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    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 Sept 2018
    Event4rd International Colloquium on Corporate Branding, Identity, Image and Reputation - Cetraro, Calabria, Italy
    Duration: 3 Sept 20184 Sept 2018
    Conference number: 4
    http://www.cobiir.com/

    Conference

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

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