HIGHLIGHTS
SUMMARY
Employees also interpret, judge, and react to the marketing communication strategies of their organization (Gilly and Wolfinbarger, 1998; Scott and Lane, 2000), which affects their satisfaction (Shostack, 1987) and supports them in identifying with their organization (Khan and Stanton, 2010; Farrelly et_al, 2012; Hofer and Grohs, 2018). Recent studies of organizational behavior suggested pride as an emerging area, and academic researchers investigated their relationships with the workplace (Ellington and Wilson, 2017; Kraemer et_al, 2020). To experience consistency for a corporate brand, employee commitment and behavior indicate brand values (Lohndorf and Diamantopoulos, 2014; Piehler et_al . . .
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