Proactive Personality and Resistance to Change. A Study of the Moderating Effects of Corporate Identity Management in the Banking Sector

The main goal in this paper is to analyse the moderating effects of proactive personality and resistance to change in a model of corporate identity management (CIM). The model is applied to the banking sector, and it is focused on the consequences that CIM may have on the attitudes and behaviours of the branch managers. A total of 293 valid questionnaires were gathered from, and analysed through SEM and multisample analysis. Results show that organizational identification play a key role, and employees’ proactive personality and resistance to change exert a moderating influence on the way identification leads to employees’ extra-role behaviours. These results enhance the understanding of the CIM effects and may help brand managers in banks to be aware of the different effects of CIM on the branch managers.