文章基本信息

标题：The importance of corporate brand identity in business management: An application to the UK banking sector
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作者：Isabel Buil ; Isabel Buil ; Sara Catalán 等
期刊名称：BRQ Business Research Quarterly
印刷版ISSN：2340-9436
出版年度：2016
卷号：19
期号：1
页码：3-12
DOI：10.1016/j.brq.2014.11.001
语种：English
出版社：Elsevier
摘要：AbstractCorporate brand identity management is a key issue for any organisation. Accordingly, its study is a research field of great interest. This paper seeks to broaden the understanding of this strategic activity and its effects. Specifically, it investigates the concept of corporate brand identity from the employees’ perspective in the UK financial banking sector and analyses the link between brand identity management and employees’ attitudes and behaviours. Results indicate that organisations should pay special attention to the corporate brand identity management, given its influence on employees’ commitment with their organisations, as well as their brand performance and satisfaction.
关键词：Corporate brand identity;Commitment;Performance;Satisfaction;Banking