The effects of perceived corporate brand personality on individuals' exploration and exploitation orientations: the moderating role of self‐brand connection

Our knowledge is limited regarding the psychological antecedents of individuals' exploration and exploitation in general and regarding the identity‐related antecedents in particular. The corporate brand of the organisation we work for is an important element of our collective identity, and the way we perceive the corporate brand personality of our organisation affects how we define ourselves. In this paper, using data from 417 individuals...