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

Document Type

Article

Publication Title

Journal of Brand Management

ISSN

1350-231X

Volume

14

Issue

1--2

DOI

10.1057/palgrave.bm.2550062

First Page

96

Last Page

113

Publication Date

9-1-2006

Abstract

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 findings in the context of building, managing and transmitting corporate brand identity.

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