Retaining employees for service competency: The role of corporate brand identity

Autor:	Anthony R. Wheeler, Mert Tokkman, Chris J. Sablynski, R. Glenn Richey
Rok vydání:	2006
Předmět:	Marketing business.industry Strategy and Management Brand awareness Organizational culture Public relations Brand loyalty Brand management Marketing management Corporate branding Employer branding Business Brand equity
Zdroj:	Journal of Brand Management. 14:96-113
ISSN:	1479-1803 1350-231X
DOI:	10.1057/palgrave.bm.2550062
Popis:	In industry today, researchers and practitioners are pointing to service as the differentiating factor in competitive situations. In both the marketing and management literature , disconnects exist between the importance of the corporate brand and the service component of the offering that is supported by consistent and effective marketing employees. This research examines the relationships between corporate brand identity and employee personality traits, organisational culture and employee turnover. We found that employee need for achievement moderates the relationship between corporate brand identity and employee intent to remain with the organisation. As such, the more an organisation ’ s brand emphasises value-goal or cultural congruence — the more likely recruits will espouse that corporate culture post hire. We also found partial support that organisational culture mediates the relationship between employee perceptions of corporate brand identity and employee intent to turnover. We discuss the implications from our fi ndings in the context of building, managing and transmitting corporate
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c245f2a0f7b02b8cfea26313374ec3c7 https://doi.org/10.1057/palgrave.bm.2550062 Zobrazit plný text záznamu Plný text ve formátu PDF