Effect of corporate identity on employee job satisfaction: insights for internal branding

Article

Gilani, H., Tzempelikos, N. and Melewar, T.C. 2026. Effect of corporate identity on employee job satisfaction: insights for internal branding. Journal of Communication Management. https://doi.org/10.1108/JCOM-03-2025-0069

Publication dates
Type	Article
Title	Effect of corporate identity on employee job satisfaction: insights for internal branding
Authors	Gilani, H., Tzempelikos, N. and Melewar, T.C.
Abstract	Purpose This study examines the impact of corporate identity on employee job satisfaction within retail organizations. Specifically, it investigates (a) the impact of corporate identity constructs on employee job satisfaction and (b) the relationship between corporate identity constructs and employee brand identification and their effect on employee job satisfaction. Design/methodology/approach The study employs a mixed-methods research design that combines qualitative and quantitative methodologies. Semi-structured in-depth interviews with retail corporate directors supported by a literature review are conducted to develop a conceptual model. We then tested the theoretical model using empirical data collected from employees of retail organizations, and performed statistical data analysis using structural equation modeling. Findings Corporate identity constructs are found to affect employee job satisfaction both directly and through the mediating role of corporate culture and the employee brand identification construct. Research limitations/implications The study proposes an integrative conceptual model that incorporates constructs from the corporate identity, internal branding, and job satisfaction literature, which have often been viewed in isolation. However, future research could extend the corporate identity framework to assess the influence of the construct on other marketing or financial areas, such as reputation, word of mouth, and financial performance. Practical implications The study indicates that decision-makers should be cautious about designing and implementing corporate identity strategies, as corporate identity directly impacts employees' perception of the organization they serve in. Originality/value The study enhances our understanding of how corporate identity affects job satisfaction and offers insights for internal branding by understanding the interplay between corporate identity, job satisfaction, and employee brand identification.
Sustainable Development Goals	3 Good health and well-being
Middlesex University Theme	Health & Wellbeing
Publisher	Emerald Publishing Limited
Journal	Journal of Communication Management
ISSN	1363-254X
Electronic	1478-0852
Online	05 May 2026
Publication process dates
Submitted	23 Apr 2025
Accepted	23 Mar 2026
Deposited	17 Aug 2026
Output status	Published
Accepted author manuscript	JCOM-03-2025-0069.R1.pdf License CC BY 4.0 File Access Level Open
Copyright Statement	© Emerald Publishing Limited. This author accepted manuscript is deposited under a Creative Commons Attribution 4.0 International (CC BY) licence. This means that anyone may distribute, adapt, and build upon the work, subject to full attribution.
Digital Object Identifier (DOI)	https://doi.org/10.1108/JCOM-03-2025-0069
Related Output
Has version	https://research.brighton.ac.uk/en/publications/effect-of-corporate-identity-on-employee-job-satisfaction-insight/
Language	English

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The relationship between corporate websites and brand equity: a conceptual framework and research agenda

Argyriou, E., Kitchen, P. and Melewar, T. 2006. The relationship between corporate websites and brand equity: a conceptual framework and research agenda. International Journal of Market Research. 48 (5), pp. 575-599.

Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives

Melewar, T. and Karaosmanoglu, E. 2006. Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives. European Journal of Marketing. 40 (7/8), pp. 846-869. https://doi.org/10.1108/03090560610670025

The role of communication and visual identity in modern organisations

Melewar, T., Bassett, K. and Simoes, C. 2006. The role of communication and visual identity in modern organisations. Corporate Communications: An International Journal. 11 (2), pp. 138-147. https://doi.org/10.1108/13563280610661679

A relationship marketing perspective in electronic banking: evidence from Greece

Argyriou, E., Melewar, T. and Meadows, M. 2005. A relationship marketing perspective in electronic banking: evidence from Greece. Journal of Euromarketing. 15 (1), pp. 47-73.

Corporate identity: concept, components and contribution

Melewar, T., Karaosmanoglu, E. and Paterson, D. 2005. Corporate identity: concept, components and contribution. Journal of General Management. 31 (1), p. 59.

Corporate visual identity: the re-branding of France Télécom

Melewar, T., Hussey, G. and Srivoravilai, N. 2005. Corporate visual identity: the re-branding of France Télécom. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540233

The role of corporate identity in the higher education sector: a case study

Melewar, T. and Akel, S. 2005. The role of corporate identity in the higher education sector: a case study. Corporate Communications: An International Journal. 10 (1), pp. 41-57. https://doi.org/10.1108/13563280510578196

Corporate reputation and crisis management: the threat and manageability of anti-corporatism

Tucker, L. and Melewar, T. 2005. Corporate reputation and crisis management: the threat and manageability of anti-corporatism. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1540233

The importance of brand power: a review of the European car market

Melewar, T. and Sambrook, L. 2004. The importance of brand power: a review of the European car market. The European Business Journal. 16 (4), pp. 167-177.

International advertising strategy: a review, reassessment and recommendation

Melewar, T. and Vemmervik, C. 2004. International advertising strategy: a review, reassessment and recommendation. Management Decision. 42 (7), pp. 863-881. https://doi.org/10.1108/00251740410550934

The influence of culture on brand building in the Chinese market: a brief insight

Melewar, T., Meadows, M., Zheng, W. and Rickards, R. 2004. The influence of culture on brand building in the Chinese market: a brief insight. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540190

Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia

Rosmimah, M. and Melewar, T. 2004. Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia. International Journal of Retail & Distribution Management. 32 (1), pp. 33-44. https://doi.org/10.1108/09590550410515533

Global corporate brand building: guidelines and case studies

Melewar, T. and Walker, C. 2003. Global corporate brand building: guidelines and case studies. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540163

Determinants of the corporate identity construct: a review of the literature

Melewar, T. 2003. Determinants of the corporate identity construct: a review of the literature. Journal of Marketing Communications. 9 (4), pp. 195-220. https://doi.org/10.1080/1352726032000119161

The Internet revolution: some global marketing implications

Melewar, T. and Smith, N. 2003. The Internet revolution: some global marketing implications. Marketing Intelligence & Planning. 21 (6), pp. 363-369. https://doi.org/10.1108/02634500310499220

Is the French model of capitalism becoming more like the Anglo-Saxon model?

Melewar, T. and Mott, A. 2003. Is the French model of capitalism becoming more like the Anglo-Saxon model? Journal of General Management. 28 (4), p. 47.

Can Swiss multinational corporations be considered truly global firms?

Melewar, T. and Osborne, L. 2003. Can Swiss multinational corporations be considered truly global firms? The European Business Journal. 15 (1), pp. 24-34.

The human values’ lenses of country of origin images

Balabanis, G., Mueller, R. and Melewar, T. 2002. The human values’ lenses of country of origin images. International Marketing Review. 19 (6), pp. 582-610. https://doi.org/10.1108/02651330210451935

Leveraging corporate identity in the digital age

Melewar, T. and Navalekar, A. 2002. Leveraging corporate identity in the digital age. Marketing Intelligence & Planning. 20 (2), pp. 96-103. https://doi.org/10.1108/02634500210418518

Defining the corporate identity construct

Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166

The impact of information technology on global marketing strategies

Melewar, T. and Stead, C. 2002. The impact of information technology on global marketing strategies. Journal of General Management. 27 (4), pp. 29-40.

The relationship between consumer ethnocentrism and human values

Balabanis, G., Mueller, R. and Melewar, T. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing. 15 (3-4), pp. 7-37. https://doi.org/10.1300/J042v15n03_02

Corporate identity in the service sector

Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).

The dynamics of corporate identity: a review of a process model

Melewar, T. and Wooldridge, A. 2001. The dynamics of corporate identity: a review of a process model. Journal of Communication Management. 5 (4), pp. 327-340. https://doi.org/10.1108/13632540110806866

The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies

Balabanis, G., Diamantopoulos, A., Mueller, R. and Melewar, T. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490943

The role of corporate identity in merger and acquisition activity

Melewar, T. and Harrold, J. 2000. The role of corporate identity in merger and acquisition activity. Journal of General Management. 26 (2), pp. 17-31.

International advertising strategies of multinational enterprises in the Middle East

Balabanis, G., Turnbull, S. and Melewar, T. 2000. International advertising strategies of multinational enterprises in the Middle East. International Journal of Advertising. 19 (4).

International corporate visual identity: standardization or localization?

Melewar, T. and Saunders, J. 1999. International corporate visual identity: standardization or localization? Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490084

An integrated model of firms' brand likeability: antecedents and consequences

Nguyen, B., Choudhury, M. and Melewar, T. 2015. An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing. 23 (2), pp. 122-140. https://doi.org/10.1080/0965254X.2014.914071

Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation

Roslin, R. and Melewar, T. 2001. Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation. Journal of Asia-Pacific Business. 3 (2), pp. 5-36. https://doi.org/10.1300/J098v03n02_02

Measuring visual identity: a multi-construct study

Melewar, T. 2001. Measuring visual identity: a multi-construct study. Corporate Communications: An International Journal. 6 (1), pp. 36-42. https://doi.org/10.1108/13563280110381206

Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia

Melewar, T., Saunders, J. and Balmer, J. 2001. Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia. European Journal of Marketing. 35 (3/4), pp. 414-427. https://doi.org/10.1108/03090560110694772

The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia

Melewar, T., Saunders, J. and Balmer, J. 2000. The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia. Corporate Reputation Review. 3 (3), pp. 194-200. https://doi.org/10.1057/palgrave.crr.1540114

Discovering relational bonds in channel relationships: a case study of Malaysia

Roslin, R. and Melewar, T. 2000. Discovering relational bonds in channel relationships: a case study of Malaysia. Journal of Global Marketing. 14 (3), pp. 49-76. https://doi.org/10.1300/J042v14n03_04

Global corporate visual identity systems: using an extended marketing mix

Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910

Global corporate visual identity system: standardisation, control and benefits

Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560

Segmentation and brand positioning for Islamic financial services

Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061

Consumer attitudes revisited: a review of attitude theory in marketing research

Argyriou, E. and Melewar, T. 2011. Consumer attitudes revisited: a review of attitude theory in marketing research. International Journal of Management Reviews. 13 (4), pp. 431-451. https://doi.org/10.1111/j.1468-2370.2011.00299.x

Value marketing through corporate reputation: an empirical investigation of Thai hospitals

Srivoravilai, N., Melewar, T., Liu, M. and Yannopoulou, N. 2011. Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management. 27 (3-4), pp. 243-268. https://doi.org/10.1080/0267257X.2011.545676

Investigating the implications of business and culture on the behaviour of customers of international firms.

Gupta, S., Navare, J. and Melewar, T. 2011. Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management. 40 (1), pp. 65-77. https://doi.org/10.1016/j.indmarman.2010.09.011