Abstract
This paper analyzes the effects of corporate identity management (CIM) on employees’ responses. Specifically, it advances previous literature by exploring how CIM dimensions affect identity attractiveness, organizational identification, and job satisfaction from the employees’ perspective. The empirical study is aimed at 293 branch managers in the Spanish banking sector, an industry facing changes in the corporate identity of many financial entities. The results show the relative importance of each dimension and help brand managers to anticipate the effects of CIM practices. Of all the dimensions, it highlights the key role of the employee–client focus strategy.
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Notes
This method examines the indirect effect of an independent variable (IV) on a dependent variable (DV) through a mediating variable (MV) by calculating a confidence interval. This interval is calculated by multiplying the path coefficients included in the mediating relationship (IV → MV × MV → DV), resulting from a bootstrap estimation with a large number of subsamples. Subsequently, the confidence interval (CI) is calculated by eliminating extreme cases through the percentile formula where α = 5 %. If the CI for a mediating path does not include the value zero, this means that such indirect effect is statistically significant.
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Acknowledgments
The authors thank the financial support of the following sources: I +D+i (ECO2013-41257-P) from the Spanish Ministry of Science and Innovation; GENERES project (ref. S-09, Departamento de Ciencia, Tecnología y Universidad del Gobierno de Aragón y Fondo Social Europeo); and Proyecto Jóvenes Investigadores de la Universidad de Zaragoza (JIUZ-2012-SOC-10).
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Bravo, R., Matute, J. & Pina, J.M. Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction. Serv Bus 10, 687–714 (2016). https://doi.org/10.1007/s11628-015-0287-9
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DOI: https://doi.org/10.1007/s11628-015-0287-9