The Impact of Corporate Brand Identity on Employee Satisfaction: Application of Coleman’s model in Sri Lankan Banking Sector

Abstract

Corporate brand identification emphasizes the process by which customers and employees may identify the organization as a corporate brand. Corporate brand identity management can be addressed as a key indicator for success therefore, it can be an issue if not well managed. The objective of this research is to gain a better understanding of the process of Corporate Brand Identity from employee perspective. It investigates how the different dimensions of the Corporate Brand Identity influences the satisfaction of employees. Further this study focusses on applying a corporate brand identity model into a sample consisted of 111 employees in the Sri Lankan banking sector. According to the results, it indicates a positive view of corporate brand identity amongst employee satisfaction as a model. Findings suggest corporate visual identity, brand personality, consistent communications, and human resource initiatives have a positive significant influence on employee satisfaction. Employee and client focus does not have a significant impact on employee satisfaction. Current work empirically expands previous research analyze the effects of the dimensions of corporate brand identity from an employee perspective. Results indicate that organizations should pay close attention to corporate brand identity. It gives an understanding about the importance of brand identity management to improve employee satisfaction. To explore generalization of results, conducting studies in other sectors and countries would be useful.