Impact of corporate identity on employee job satisfaction: Empirical findings from UK retail industry

This research examines the impact of corporate identity on employee job satisfaction within retail organisations. Specifically, the study investigates (a) the influence of corporate identity and internal branding structures on the employees’ desire to engage in brand supporting behaviour’s and (b) the impact of corporate identity constructs on employee job satisfaction. The study employs mixed method research by combining qualitative and quantitative methodologies. Semi- structured in-depth interviews supported by a literature review were conducted to develop a conceptual model. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity – resulting as determining influences on employee job satisfaction. These relationships were tested through structural equation modelling. The study adds to our understanding of the construct of corporate identity in the context of job satisfaction, by empirical testing. Also, the study provides insights into how corporate identity relates to job satisfaction and employee brand identification.