Corporate Identity Management and Its Impact on Corporate Identity Attractiveness and Turnover Intention A Cross- Industry Study
Keywords:
Corporate Identity Management, Human Resource Management, Organizational Identification, Job Satisfaction, Job Turnover Intention, Corporate Identity AttractivenessAbstract
In today’s dynamic business landscape, Corporate I dentity
Management (CIM) has evolved as a strategic HR function beyond
branding and communication. This study explores its impact on key
employee outcomes like satisfaction, identification, and turnover
intention. Despite growing interest in corporate branding, limited
research connects CIM directly with human resource outcomes. This
study addresses the need to understand CIM as a driver of employee
attitudes and behaviors in organizational contexts. The process
involved survey-based data collection and stratified random
sampling was employed to ensure representation across industries,
departments, and experience levels. Quantitative data were
analyzed using regression. The study targeted employees with one
or more years of experience in medium and large organizations
across sectors. A total of 305 responses were collected through
online surveys and interviews. Findings indicate that CIM has a
significant positive impact on Corporate Identity Attractiveness
(CIA), Job Satisfaction (JS), and Organizational Identification (OI),
and directly reduces Job Turnover Intention (JTI)
