Abstract
PurposeThe purpose of this paper is to conceptualize a model indicating the impact of corporate identity management on managing relationships with employees in organizations.Design/methodology/approachThis is an analytical paper consisting of a literature study of relevant literature, and results based on a PhD study.FindingsA preliminary model is proposed indicating that non‐visual corporate identity elements, especially organizational values and objectives impact on employer‐employee relationships.Research limitations/implicationsThis is a theoretical paper and still needs to be empirically verified.Originality/valueThis is a conceptual paper contributing to the body of knowledge regarding corporate identity and relationship management. More specifically it fills a niche referring to communication with internal stakeholders regarding corporate identity with the aim of relationship management.
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