Abstract
Journal of Business & Technology (JBT) is an open-access journal published by the Department of the Commerce and Financial Management of the University of Kelaniya, Sri Lanka. The journal follows a double-blind peer-review process and is published bi-annually (January, July). JBT aims to publish scholarly research, critical reviews, case studies, practitioner reviews and technology reviews in the fields of business and technology.
Highlights
The interest in corporate brand identity is growing throughout the past years with the change of technology, dynamic markets, and consumer behaviours
Findings suggest corporate visual identity, brand personality, consistent communications and human resource initiatives have a positive influence on employee satisfaction
This study emphasized that human resource initiatives and employee satisfaction have a positive relationship and human resource initiatives have a significant impact on employee satisfaction
Summary
The interest in corporate brand identity is growing throughout the past years with the change of technology, dynamic markets, and consumer behaviours. It is viewed as a strategic resource which helps to gain competitive advantage. (Melewar, 2003) As this is a vital concept in brand management it is stated the determination of the brand and provide the success directions (Buil, Catalan, & Martinez, 2016). Organizations must concentrate on the corporate brand identity management as its effects on employees’ satisfaction and assurance with their organization (Buil, Catalan, & Martinez, 2016). Employee satisfaction can be addressed as an emotional state of employees
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