An assessment of the influence of corporate branding on employee job satisfaction: A case study of telecommunications firms in Victoria Island, Eti-Osa Local Government Area, Lagos State
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Background of the study:
Corporate branding extends beyond consumer perception to significantly impact internal stakeholders, particularly employee job satisfaction. In Victoria Island, Eti-Osa, telecommunications firms are increasingly investing in branding initiatives to cultivate a strong organizational identity (Adams, 2023). This study investigates the role of corporate branding in shaping employee attitudes, job satisfaction, and organizational commitment. A robust brand identity can instill a sense of pride and belonging among employees, thereby enhancing their engagement and performance (Brown, 2024). In an era marked by rapid technological change and competitive markets, firms are leveraging branding as a strategic tool not only to attract customers but also to retain talent (Clark, 2025). The study explores how internal brand communication, corporate culture, and leadership messaging contribute to employee perceptions. It also examines the correlation between a well-established brand image and reduced turnover rates. By integrating qualitative insights with quantitative analyses, this research aims to provide actionable recommendations for aligning branding strategies with human resource practices to foster an inclusive and motivated workforce.
Statement of the problem:
Telecommunications firms in Victoria Island face challenges in aligning external branding efforts with internal employee expectations. Discrepancies between the corporate image and workplace realities have led to mixed levels of job satisfaction (Adams, 2023). Employees often report a disconnect between brand promises and their day-to-day experiences. This study seeks to understand how branding influences job satisfaction and to identify potential areas for improvement (Brown, 2024; Clark, 2025).
Objectives of the study:
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To assess the impact of corporate branding on employee job satisfaction in telecommunications firms.
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To determine the key factors linking branding strategies and employee attitudes.
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To recommend strategies for aligning corporate branding with internal human resource practices.
Research questions:
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How does corporate branding influence employee job satisfaction?
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What factors mediate the relationship between branding and employee attitudes?
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How can firms improve internal branding to enhance job satisfaction?
Research Hypotheses:
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A strong corporate brand enhances employee job satisfaction.
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Inconsistent internal branding negatively affects employee morale.
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Strategic alignment of branding and HR practices improves overall job satisfaction.
Significance of the study:
This study provides insights into the intersection of branding and employee satisfaction, offering recommendations for telecommunications firms to bridge gaps between external image and internal experience. Its outcomes can contribute to enhanced organizational culture and reduced turnover (Clark, 2025).
Scope and limitations of the study:
This study is limited to telecommunications firms in Victoria Island, Eti-Osa Local Government Area, Lagos State, focusing solely on the influence of corporate branding on employee job satisfaction. It excludes other sectors and external branding aspects.
Definitions of terms:
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Corporate branding: The practice of promoting a consistent image and identity of an organization.
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Job satisfaction: The level of contentment employees feel regarding their work and work environment.
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Organizational commitment: The psychological attachment of an employee to their organization.
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