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Brand Identity Management and Corporate Social Responsibility: an analysis from employees’ perspective in the banking sector

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  • Rafael Bravo
  • Isabel Buil
  • Leslie de Chernatony
  • Eva Martínez

Abstract

Brand identity management and corporate social responsibility have increased importance in both managerial practice and academic research. However, only a small number of studies have examined how these strategic tools influence employees’ attitudes and behaviours. The aim of this paper is, therefore, to analyse how employees’ perceptions of brand identity management and corporate social responsibility affect their attitudes and behaviours. An empirical study was undertaken among a sample of 297 front line employees working in the UK banking sector. Hypotheses were tested using partial least square regression. The results show that employees’ perceptions of brand identity management and corporate social responsibility determine their commitment towards their organisations, both directly and indirectly through perceived external prestige. Organisational commitment explains employees’ brand performance and brand citizenship behaviour. Age differences indicate higher impact of brand identity management on older employees, and higher effects of perceived corporate social responsibility in younger employees. The results extend existing knowledge and are informative for bank managers.

Suggested Citation

  • Rafael Bravo & Isabel Buil & Leslie de Chernatony & Eva Martínez, 2017. "Brand Identity Management and Corporate Social Responsibility: an analysis from employees’ perspective in the banking sector," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(2), pages 241-257, March.
    • Handle: RePEc:taf:jbemgt:v:18:y:2017:i:2:p:241-257
    DOI: 10.3846/16111699.2016.1209785
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    References listed on IDEAS

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    Cited by:

    1. Jelena Titko & Viktorija Skvarciany & Tatjana Tambovceva, 2021. "Corporate Social Responsibility Perceived by Employees: Latvian Survey Results," Central European Business Review, Prague University of Economics and Business, vol. 2021(3), pages 37-50.
    2. Juan J. Nájera-Sánchez, 2019. "A Systematic Review of Sustainable Banking through a Co-Word Analysis," Sustainability, MDPI, vol. 12(1), pages 1-23, December.
    3. María Garrido‐Ruso & Beatriz Aibar‐Guzmán, 2022. "The moderating effect of contextual factors and employees' demographic features on the relationship between CSR and work‐related attitudes: A meta‐analysis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1839-1854, September.

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