Diseño geométrico horizontal

This study has several limitations. The results need to be interpreted within the context of the UK financial services sector. Previous studies have shown dissimilarities in brand management between countries (Mabey, 2008; Bravo et al., 2013). Different segments of employees may also have distinct responses to the same management. Therefore, replication of the analysis in other sectors and countries could help regarding the generalisation of results. Testing the model amongst separate groups of employees may also shine light on possible differences between types of employees according to their demographic and psychographic characteristics or the bank for whom they work.

It is important to highlight the fact that the empirical study is cross-sectional. Information from each respondent regarding their perceptions, attitudes, and behaviours was obtained at one point in time. Consequently, a longitudinal framework would provide more insight into

probable causation and facilitate better understanding of changes in brand identity management and possible consequences in employees’ behaviour over time.

Another interesting line of research could be to extend the model including other elements that may influence brand identity management. Variables such as brand orientation, market orientation, or other organisational variables (Urde et al., 2013) could be of interest. In our study, employees’ perceptions of brand authenticity and organisational support have not been explicitly considered and its inclusion in further research could help to understand the effects of employees’ perceptions of brand identity management.

Future research could also be insightful through connecting the effects that brand identity management may have on different stakeholders. The relationship between the responses to different stakeholders is a promising path of study (Evanschitzky et al., 2012) and a dyadic perspective about brand identity management where employees’ views and those of their clients are analysed could be a suitable complement for this study.

All in all, the results obtained in this work highlight the relevance of managing brand identity within organisations. Particularly after the economic shock from the global financial crisis, internal budgets and decisions about allocation of resources have to be based on facts, figures and evidences. This work unveils advantages of a brand identity management tool and provides support for the central role of brand identity in the management of an organisation.

References

Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York.

Ahearne, M., Bhattacharya, C.B. and Gruen, T. (2005), “Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing”, Journal of Applied Psychology, Vol. 90 No. 3, pp. 574-585.

Albert, S. and Whetten, D.A. (1985), “Organizational identity”, in L.L. Cummings and B.M.

Staw (Eds.), Research in Organizational Behavior, Vol. 7, CT: JAI Press, Greenwich, pp.

263–295.

Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005), “The social influence of brand community: Evidence from European car clubs”, Journal of Marketing, Vol. 69 No. 3, pp.

19-34.

Alloza, A. (2008), “Brand engagement and brand experience at BBVA, the transformation of a 150 years old company”, Corporate Reputation Review, Vol. 11 No. 4, pp. 371-379.

Arendt, S. and Brettel, M. (2010), “Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance”, Management Decision, Vol. 48 No. 10, pp. 1469-1492.

Arndt, J. (1967), “Role of product-related conversations in the diffusion of a new product”, Journal of Marketing Research, Vol. 4, 291–295.

Ashforth, B.E. and Mael, F. (1989), “Social identity theory and the organization”, Academy of Management Review, Vol. 14 No. 1, pp. 20-39.

Berger, I.E., Cunningham, P.H. and Drumwright, M.E. (2006), “Identity, identification, and relationship through social alliances”, Journal of the Academy of Marketing Science, Vol.

34 No. 2, pp. 128-137.

Bhattacharya, C.B. and Sen, S. (2003), “Consumer–company identification: A framework for understanding consumers’ relationships with companies”, Journal of Marketing, Vol. 67 No 2, pp. 76-88.

Boone, M. (2000), “The importance of internal branding”, Sales and Marketing Management, Vol. 9, pp. 36-38.

Bravo, R., de Chernatony, L., Matute, J. and Pina, J.M. (2013), “Projecting banks’ identities through corporate websites: A comparative analysis of Spain and the United Kingdom”, Journal of Brand Management, Vol. 20 No. 7, pp. 533-557.

Bravo, R., Matute, J. and Pina, J.M. (2015a), “Corporate identity management and employees’ responses”, Journal of Strategic Marketing, DOI:

10.1080/0965254X.2015.1076876

Bravo, R., Matute, J. and Pina, J.M. (2015b), “Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction”, Service Business, DOI: 10.1007/s11628-015-0287-9

Brief, A.P. (1998), Attitudes In and Around Organizations, Sage, Thousand Oaks, CA.

Brown, T.J., Barry, T.E., Dacin, P.A. and Gunst, R.F. (2005), “Spreading the word:

Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors

in a retailing context”, Journal of the Academy of Marketing Science, Vol. 33 No. 2, pp.

123-138.

Burmann, C. and Zeplin, S. (2005), “Building brand commitment: A behavioural approach to internal brand building”, Journal of Brand Management, Vol. 12 No. 4, pp. 279-300.

Burmann, C., Jost-Benz, M. and Riley, N. (2009a), “Towards an identity-based brand equity model”, Journal of Business Research, Vol. 62, pp. 390-397.

Burmann, C., Zeplin, S. and Riley, N. (2009b), “Key determinants of internal brand management success: An exploratory empirical analysis”. Journal of Brand Management, Vol. 16 No. 4, pp. 264-284.

Carter, D.E. (1982), Designing Corporate Identity Programs for Small Corporations, Art Direction Company, New York, NY.

Chin, W.W. (2010), How to write up and report PLS analyses, In Handbook of Partial Least Squares (pp. 655-690), Springer Berlin Heidelberg.

Coelho, F. and Augusto, M. (2008), “Organizational factors associated with job characteristics: evidence from frontline service employees”, Journal of Strategic Marketing, Vol. 16 No. 2, pp. 157-172.

Coleman, D., de Chernatony, L. and Christodoulides, G. (2011), “B2B service brand identity:

Scale development and validation”, Industrial Marketing Management, Vol. 40 No. 7, pp.

1063-1071.

Coleman, D., de Chernatony, L. and Christodoulides, G. (2015), “B2B service brand identity and brand performance: an empirical investigation in the UK’s B2B IT services sector”, European Journal of Marketing, Vol. 49 No. 7/8, pp. 1139-1162.

Colton, S. and Oliveira, P. (2009), “Banking on it: The role of the corporate brand in rebuilding trust”, Interbrand. Available at: http://www.interbrand.com/Libraries/Articles/-1_IP_Banking_on_it_pdf.sflb.ashx (accessed 23 July 2015).

da Silveira, C., Lages, C. and Simoes, C. (2013), “Reconceptualizing brand identity in a dynamic environment”, Journal of Business Research, Vol. 66 No 1, pp. 28-36.

Daffey, A. and Abratt, R. (2002), “Corporate branding in a banking environment”, Corporate Communications, Vol. 7 No. 2, pp. 87-91.

Davies, G. (2008), “Employer branding and its influence on managers”, European Journal of Marketing, Vol. 42 No. 5/6, pp. 667-681.

de Chernatony, L. (2010), From Brand Vision to Brand Evaluation (3rd ed.), Butterworth-Heinemnn, Oxford.

Du Preez, R. and Bendixen, M.T. (2015), “The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay”, International Journal of Bank Marketing, Vol. 33 No. 1, pp. 78-91.

Dukerich, J.M., Golden, B.R. and Shortell, S.M. (2002), “Beauty is in the eye of the beholder:

The impact of organizational identification, identity, and image on the cooperative behaviors of physicians”, Administrative Science Quarterly, Vol. 47, pp. 507–533.

Dutton, J., Dukerich, J. and Harquail, C. (1994), “Organizational images and member identification”, Administrative Science Quarterly, Vol. 39 No 2, pp. 239-263.

Evanschitzky, H., Groening, C., Mittal, V. and Wunderlich, M. (2011), “Customer, employee, and employee satisfaction in franchise networks: a generalized exchange perspective”, Journal of Service Research, Vol. 14 No. 2, pp. 136-148.

Evanschitzky, H., Wangenheim, F. and Wünderlich, N. (2012), “Perils of managing the service profit chain: The role of time lags and feedback loops”, Journal of Retailing, Vol.

88 No. 3, pp. 356-366.

Falk, R.F. and Miller, N.B. (1992), A Primer for Soft Modeling, The University of Akron, . Akron, Ohio.

Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.

Ghodeswar, B.M. (2008), “Building brand identity in competitive markets: a conceptual model”, Journal of Product and Brand Management, Vol. 17 No. 1, pp. 4-12.

Gremler, D.D., Gwinner, K.P. and Brown, S.W. (2001), “Generating positive word-of-mouth communication through customer-employee relationships”, International Journal of Service Industry Management, Vol. 12 No. 1, pp. 44-59.

Hackman, J.R. and Oldham, G.R. (1980), Work Redesign. Addison-Wesley, Reading, MA.

Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7^th edition, Prentice-Hall, London.

Hair, J.F., Ringle, C.M. and Sarstedt, M. (2011), “PLS-SEM: Indeed a silver bullet”, The Journal of Marketing Theory and Practice, Vol. 19 No. 2, pp. 139-152.

Harris, F. and de Chernatony, L. (2001), “Corporate branding and corporate brand performance”, European Journal of Marketing, Vol. 35 No. 3/4, pp. 441-456.

Homans, G.C. (1958), “Social Behavior as Exchange”, American Journal of Sociology, Vol.

63 No. 6, pp. 597–606.

Isen, A.M. and Baron, R.A. (1991), “Positive affect as a factor in organizational behaviour”, Research in Organizational Behavior, Vol. 13, pp. 1-53.

Johansson, J.K. and Carlson, K.A. (2014), Contemporary Brand Management, SAGE Publications.

Johnson, M. and Zinkhan, G.M. (1990), “Defining and measuring company image”, Thirteenth Annual Conference of the Academy of Marketing Science, New Orleans, LA, Academy of Marketing Science.

Kapferer, J.N. (2012), The New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term, 5^th ed., Kogan Page, London.

Keeling, K.A., McGoldrick, P.J. and Sadhu, H. (2013), “Staff Word-of-Mouth (SWOM) and retail employee recruitment”, Journal of Retailing, Vol. 89 No. 1, pp. 88-104.

Kimpakorn, N. and Tocquer, G. (2010), “Service brand equity and employee brand commitment”, Journal of Services Marketing, Vol. 24 No. 5, pp. 378-388.

King, C. and Grace, D. (2010), “Building and measuring employee-based brand equity”, European Journal of Marketing, Vol. 44 No. 7, pp. 938-971.

King, C. and Grace, D. (2012), “Examining the antecedents of positive employee brand-related attitudes and behaviours”, European Journal of Marketing, Vol. 46 No. 3/4, pp.

469-488.

Klaus, P. and Edvardsson, B. (2014), “The road back to relevance: How to put marketing (and marketing scholars) back on the Top Managements’ agendas”, Journal of Service Management, Vol. 25 No. 2, pp. 166-170.

Konecnik, M. and de Chernatony, L. (2013), “Developing and applying a place brand identity model: The case of Slovenia”, Journal of Business Research, Vol. 66 No. 1, pp. 45-52.

Kuehner-Herbert, K.A. (2009), “A growing defection issue: More clients ready to switch as trust wanes”, American Banker: The Financial Services Daily. Available at:

www.financial-planning.com/news/clients-distrust-banks-2661954-1.html (accessed 23 May 2015).

Kuenzel, S. and Halliday, S.V. (2008), “Investigating antecedents and consequences of brand identification”, Journal of Product and Brand Management, Vol. 17 No. 5, pp. 293-304.

Lages, C.R. (2012), “Employees’ external representation of their workplace: key antecedents”, Journal of Business Research, Vol. 65 No. 9, pp. 1264-1272.

Lee, K. and Allen, N.J. (2002), “Organizational citizenship behavior and workplace deviance:

the role of affect and cognitions”, Journal of Applied Psychology, Vol. 87 No. 1, pp. 131-142.

Library of the House of Commons (2015), “Financial Services: contribution to the UK economy”, available at http://www.parliament.uk/briefing-papers/sn06193.pdf (accessed 23 May 2015).

Locke, E.A. (1969), “What is job satisfaction?”, Organizational Behavior and Human Performance, Vol. 4 No. 4, pp. 309-336.

Löhndorf, B. and Diamantopoulos, A. (2014), “Internal branding. Social identity and social exchange perspectives on turning employees into brand champions”, Journal of Service Research, DOI: 10.1177/1094670514522098

Mabey, C. (2008), “Management development and firm performance in Germany, Norway, Spain and the UK”, Journal of International Business Studies, Vol. 39 No. 8, pp. 1327–

1342.

Mael, F. and Ashforth, B.E. (1992), “Alumni and their alma mater: A partial test of the reformulated model of organizational identification”, Journal of Organizational Behavior, Vol. 13 No. 2, pp. 103-123.

Melewar, T.C. and Akel, S. (2005), “The role of corporate identity in the higher education sector: A case study”, Corporate Communications: An International Journal, Vol. 10 No.

1, pp. 41-57.

Mitki, Y., Herstein, R. and Jaffe, E.D. (2007), “Learning mechanisms for designing corporate identity in the banking industry”, International Journal of Bank Marketing, Vol. 25 No.7 pp. 452-468.

Mukherjee, A. and He, H.W. (2008), “Company identity and marketing: an integrative framework”, Journal of Marketing Theory and Practice, Vol. 16 No. 2, pp. 111-125.

Murphy, G., Athanasou, J. And King, N. (2002), “Job satisfaction and organizational citizenship behaviour: A study of Australian human‐service professionals”, Journal of Managerial Psychology, Vol. 17 No. 4, pp. 287-297.

Netemeyer, R.G., Boles, J.S., McKee, D.O. and McMurrian, R. (1997), “An investigation into the antecedents of organizational citizenship behaviors in a personal selling context”, Journal of Marketing, Vol. 61 No. 3, pp. 85-98.

Organ, D.W. (1988), Organizational Citizenship Behaviour: The Good Soldier Syndrome, Ed.

Lexington-Books, Lexington, MA.

Papasolomou, I. and Vrontis, D. (2006), “Building corporate branding through internal marketing: the case of the UK retail bank industry”, Journal of Product & Brand Management, Vol. 15No. 1, pp. 37-47.

Pérez, A. and Rodríguez del Bosque, I. (2012), “The role of CSR in the corporate identity of banking service providers”, Journal of Business Ethics, Vol. 108 No. 2, pp 145-166.

Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y. and Podsakoff, N.P. (2003), “Common method biases in behavioral research: A critical review of the literature and recommended remedies”, Journal of Applied Psychology, Vol. 88, pp. 879-903.

Punjaisri, K. and Wilson, A. (2011), “Internal branding process: Key mechanisms, outcomes and moderating factors", European Journal of Marketing, Vol. 45 No. 9, pp. 1521-1537.

Punjaisri, K., Evanschitzky, H. and Wilson, A. (2009a), “Internal branding: an enabler of employees’ brand-supporting behaviours”, Journal of Service Management, Vol. 20 No. 2, pp. 209-226.

Punjaisri, K., Wilson, A. and Evanschitzky, H. (2009b), “Internal branding to influence employees’ brand promise delivery: a case study in Thailand”, Journal of Service Management, Vol. 20 No. 5, pp. 561-579.

Reinartz, W., Haenlein, M. and Henseler, J. (2009), “An empirical comparison of the efficacy of covariance-based and variance-based SEM”, International Journal of Research in Marketing, Vol. 26, pp. 332-344.

Riketta, M. (2005), “Organizational identification: A meta-analysis”, Journal of Vocational Behavior, Vol. 66 No. 2, pp. 358-384.

Riketta, M. (2008), “The causal relation between job attitudes and performance: a meta-analysis of panel studies”, Journal of Applied Psychology, Vol. 93 No. 2, pp. 472-481.

Schlager, T., Bodderas, M., Maas, P. and Luc Cachelin, J. (2011), “The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation”, Journal of Services Marketing, Vol. 25 No. 7, pp. 497-508.

Searle, M.S. (1990), “Social Exchange Theory as a Framework for Understanding Ceasing Participation in Organized Leisure Activities”, Bryan J.A. Smale (Ed.), Proceedings of the Sixth Canadian Congress on Leisure Research, May, pp. 9-12.

Shaari, H., Salleh, S.M. and Hussin, Z. (2012), “Relationship between brand knowledge and brand rewards, and employees’ brand citizenship behavior: the mediating roles of brand commitment”, International Journal of Business and Society, Vol. 13 No. 3, pp. 335-354.

Simoes, C., Dibb, S. and Fisk, R. (2005), “Managing corporate identity: An internal perspective”, Journal of the Academy of Marketing Science, Vol. 33 No. 2, pp. 153-169.

Suvatjis, J., de Chernatony, L. and Halikias, J. (2012), “Assessing the six-station corporate identity model: a polymorphic model”, Journal of Product & Brand Management, Vol. 21 No. 3, pp. 153–166.

Tajfel, H. and Turner, J. (1979), “An integrative theory of intergroup conflict”, in A.William and S. Worchel (eds.), The Social Psychology of Intergroup Relations, Monterey, CA:

Brooks/Cole, pp. 33-47.

Tuskej, U., Golob, U. and Podnar, K. (2013), “The role of consumer-brand identification in building brand relationships”, Journal of Business Research, Vol. 66 No. 1, pp. 53-59.

Urde, M., Baumgarth, C. and Merrilees, B. (2013), “Brand orientation and market orientation—From alternatives to synergy”, Journal of Business Research, Vol. 66 No. 1, pp. 13-20.

Van Dick, R., Christ, O., Stellmacher, J., Wagner, U., Ahlswede, O., Grubba, C., Hauptmeier, M., Höhfeld, C., Moltzen, K. and Tissington, P.A. (2004), “Should I stay or should I go?

Explaining turnover intentions with organizational identification and job satisfaction”, British Journal of Management, Vol. 15 No. 4, pp. 351-360.

Van Dick, R., Grojean, M.W., Christ, O. and Wieseke, J. (2006), “Identity and the extra mile:

Relationships between organizational identification and organizational citizenship behaviour”, British Journal of Management, Vol. 17 No. 4, pp. 283-301.

Van Dick, R., van Knippenberg, D., Kerschreiter, R., Hertel, G., and Wieseke, J. (2008),

“Interactive effects of work group and organizational identification on job satisfaction and extra-role behavior”, Journal of Vocational Behavior, Vol. 72 No. 3, pp. 388-399.

Van Knippenberg, D. (2000), “Work motivation and performance: a social identity perspective”, Applied Psychology: An International Review, Vol. 49 No. 3, pp. 357-371.

Van Riel, C. (1995), Principles of Corporate Communication, Ed. Prentice-Hall, London, UK.

Wallace, E. and de Chernatony, L. (2011), “The influence of culture and market orientation on services brands: insights from Irish banking and retail firms”, Journal of Services Marketing, Vol. 25 No. 7, pp. 475-488.

Wheeler, A.R., Richey, G., Tokkman, M. and Sablynski, C.J. (2006), “Retaining employees for service competency: The role of corporate brand identity”, Journal of Brand Management, Vol. 14 No. 1/2, pp. 96-113.

Wu, C.H.J., Liang, R.D., Tung, W. and Chang, C.S. (2008), “Structural relationships among organisation service orientation, employee service performance, and consumer identification”, The Service Industries Journal, Vol. 28, pp. 1247-1263.

Zahay, D. and Griffin, A. (2010), “Marketing strategy selection, marketing metrics, and firm performance”, Journal of Business and Industrial Marketing, Vol. 25 No. 2, pp. 84–93.

Figure 1. Proposed model

Employee-client focus

Visual identity

Brand personality

Consistent communications

Human resource initiatives

Organisational

identification Job

satisfaction Employee word

of mouth

Brand citizenship behaviour DIMENSIONS OF BRAND

IDENTITY MANAGEMENT EMPLOYEE OUTCOMES

H1a

H1b

H2 H3

H5

H4

H6 H1c

H1d H1e

Figure 2. Structural model results

Note: ** significant at p<0.05 Employee-client

focus

Visual identity

Brand personality

Consistent communications

Human resource initiatives

Organisational identification

(R² = 0.58)

Employee word of mouth (R² = 0.70)

Brand citizenship behaviour (R² = 0.52) DIMENSIONS OF BRAND

IDENTITY MANAGEMENT EMPLOYEE OUTCOMES

0.35**

-0.08

0.78**

0.54**

0.68**

0.34**

0.06 0.14**

0.21**

0.21**

Job satisfaction (R² = 0.61)

Table 1: Sample characteristics

Gender Men: 46.8%

Women: 53.2%

Age

From 18 to 24: 7.1%

From 25 to 34: 35%

From 35 to 44: 34%

From 45 to 67: 23.9%

Employment status Full time: 84.5%

Part time: 15.5%

Experience in the bank

From 1 to 5 years: 41%

From 6 to 10 years: 21%

From 11 to 20 years: 20%

More than 20 years: 18%

Table 2: Scale composition

BRAND IDENTITY MANAGEMENT (Coleman et al., 2011) Employee-client focus

EC1 Our top management is committed to providing quality service

EC2 Our bank treats every employee as an essential part of the organisation EC3 Our employees will help clients in a responsive manner

EC4 Our bank makes an effort to discover our clients' needs EC5 Our bank responds to our clients' needs

Visual identity

VI1 The corporate visual identity is helpful in making our bank recognisable VI2 The font we use is an important part of our visual identity

VI3 Our logo is an important part of who we are Brand personality

PER1 The associations making up our brand personality are extremely positive PER2 Our clients have no difficulty describing our brand personality

PER3 Our brand personality has favourable associations Consistent communications

COM1 The people managing our communications programme have a good understanding of the strengths and weaknesses of all major marketing communications tools

COM2 Our bank's advertising, PR and sales promotion all present the same clear consistent message to our stakeholders

Human resource initiatives

HR1 Our employee training programmes are designed to develop skills required for acquiring and deepening client relationships

HR2 Our bank regularly monitors employees' performance

ORGANISATIONAL IDENTIFICATION (Based on Punjaisri et al., 2009a) OI1 I feel I belong to this bank

OI2 I view the success of the bank as my own success

OI3 When someone praises this bank, it feels like a personal compliment JOB SATISFACTION (Based on King and Grace, 2010) SAT1 I feel reasonably satisfied with my job

SAT2 I feel a great sense of satisfaction from my job SAT3 I am satisfied with my overall job

EMPLOYEE WORD-OF-MOUTH (Based on King and Grace, 2010) WOM1 I say positive things about my bank to others

WOM2 I would recommend my bank to someone who seeks my advice WOM3 I enjoy talking about my bank to others

WOM4 I talk positively about my bank to others

BRAND CITIZENSHIP BEHAVIOUR (Based on Burmann and Zeplin, 2005; and King and Grace, 2010)

BCB1 I demonstrate behaviours that are consistent with the brand promise of this bank

BCB2 I am always interested to learn about my bank’s brand and what it means for me in my role BCB3 Before communicating or taking action I consider the impact on my bank’s brand

BCB4 If given the opportunity, I pass on my knowledge about my bank’s brand to new employees BCB5 I show extra initiative to ensure that my behaviour remains consistent with the brand

promise of this bank

BCB6 I take responsibility for tasks outside of my own area if necessary, e.g. following up on customer requests etc

Table 3: Measurement model results

Table 4: Discriminant validity results

EC VI PER COM HR OI SAT WOM BCB Employee-client focus (EC) 0.81

Visual identity (VI) 0.41 0.80

Brand personality (PER) 0.51 0.40 0.84

Consistent communications (COM) 0.43 0.27 0.43 0.90

Human resources initiatives (HR) 0.37 0.24 0.33 0.44 0.75

Organisational identification (OI) 0.47 0.21 0.38 0.42 0.40 0.88

Job satisfaction (SAT) 0.37 0.15 0.33 0.28 0.33 0.61 0.94

Employee word-of-mouth (WOM) 0.50 0.24 0.45 0.40 0.41 0.66 0.59 0.88

Brand citizenship behavior (BCB) 0.45 0.28 0.34 0.46 0.35 0.53 0.35 0.53 0.75 Note: Figures in the diagonal present the AVE values. Off-diagonal figures represent the constructs’ squared correlations.

Table 5: Results of hypothesis tests

Hypotheses β (t) Q² R²

H1a Employee-client focus  Organisational identification 0.35^** (4.62)

EC: 0.70 VI: 0.56 PER: 0.63 COM: 0.57

HR: 0.26 OI: 0.50 SAT: 0.53 WOM: 0.58

BCB: 0.36

OI: 0.58 SAT: 0.61 WOM: 0.70

BCB: 0.52 H1b Visual identity  Organisational identification -0.08 (1.16)

H1c Brand personality  Organisational identification 0.14** (1.98) H1d Consistent communications  Organisational identification 0.21** (2.59) H1e Human resources initiatives  Organisational identification 0.21** (3.21) H2 Organisational identification  Job satisfaction 0.78** (28.50) H3 Organisational identification  Employee word-of-mouth 0.54** (8.90) H4 Job satisfaction  Employee word-of-mouth 0.34** (5.31) H5 Organisational identification  Brand citizenship behaviour 0.68** (9.82) H6 Job satisfaction  Brand citizenship behaviour 0.06 (0.74)

Note: ** significant at p<0.05

In document UNIVERSIDAD NACIONAL HERMILIO VALDIZAN FACULTAD DE INGENIERIA CIVIL Y ARQUITECTURA ESCUELA PROFESIONAL DE INGENIERIA CIVIL (página 36-49)