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.
Gilani et al. (2026) studied this question.