پنجشنبه 13 اردیبهشت 1403
| عنوان مقاله | |
| عنوان مقاله |
The importance of corporate brand identity in business management: An application to the UK banking sector |
| عنوان فارسی مقاله | اهمیت هویت برند شرکت ها در مدیریت تجارت: برنامه ای برای بخش بانکی انگلستان |
| مشخصات مقاله انگلیسی | |
| نشریه: Elsevier |
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| سال انتشار |
2016 |
| عنوان مجله |
BRQ Business Research Quarterly |
| تعداد صفحات مقاله انگلیسی | 10 |
| رفرنس | دارد |
| تعداد رفرنس | 57 |
| چکیده مقاله | |
| چکیده |
Corporate brand identity management is a key issue for any organisation. Accord- ingly, its study is a research field of great interest. This paper seeks to broaden the understanding of this strategic activity and its effects. Specifically, it investigates the concept of corporate brand identity from the employees’ perspective in the UK financial banking sector and anal- yses the link between brand identity management and employees’ attitudes and behaviours. Results indicate that organisations should pay special attention to the corporate brand identity management, given its influence on employees’ commitment with their organisations, as well as their brand performance and satisfaction. |
| کلمات کلیدی |
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| دانلود | |
