79346 20190709135554.0 doi 10.1108/IJBM-10-2015-0148 sideral 97840 ART-2017-97840 eng (orcid)0000-0003-4038-1840 Bravo, Rafael Universidad de Zaragoza Managing brand identity: effects on the employees 2017 Access copy available to the general public Unrestricted Purpose: The purpose of this paper is to better understand the brand identity management process from the employees’ perspective. Specifically, it explores how the different dimensions of brand identity management influence employees’ attitudinal and behavioural responses. Design/methodology/approach: An empirical study was carried out to test the proposed model. The sample consisted of 297 employees in the UK financial services sector. Hypothesis testing was conducted using partial least square regression. Findings: Results indicate that effective brand identity management can increase employees’ identification with their organisations. Specifically, the most influential dimension is the employee-client focus. Results also show that organisational identification is a key variable to explain job satisfaction, word-of-mouth and brand citizenship behaviour. Research limitations/implications: This study focusses on the UK financial sector. To explore the generalisability of results, replication studies among other sectors and countries would be useful. The cross-sectional nature of the study also limits its causal inference. Practical implications: This study shows the importance of brand identity management to foster positive employee attitudes and actions that go beyond their job responsibilities. The model developed may help organisations analyse the impact of managerial actions, monitoring the potential effects of changes in brand identity management amongst employees. Originality/value: Although numerous conceptual frameworks highlight the importance of brand identity management, empirical studies in this area are scarce. The current work extends previous research by empirically analysing the effects of the dimensions of brand identity management from the employees’ perspective. info:eu-repo/grantAgreement/ES/DGA-FSE/S09-GENERES Group info:eu-repo/grantAgreement/ES/MEC/PR2011-0352 info:eu-repo/grantAgreement/ES/MINECO/ECO2013-41257-P info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 2.294 2017 BUSINESS 70 / 140 = 0.5 2017 Q2 T2 0.654 2017 Marketing 2017 Q2 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion (orcid)0000-0001-6631-8909 Buil, Isabel Universidad de Zaragoza Chernatony, Leslie de (orcid)0000-0001-9307-5359 Martínez, Eva Universidad de Zaragoza 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 35, 1 (2017), 2-23 [37 pp.] Int. j. bank mark. International journal of bank marketing 0265-2323 382123 http://zaguan.unizar.es/record/79346/files/texto_completo.pdf Postprint 44628 http://zaguan.unizar.es/record/79346/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:79346 articulos driver 2019-07-09-12:13:47 ARTICLE