Antecedents and Outcomes of Employee-Based Brand Equity

Branding and human capital are a firm's most important assets, and developing employee-based brand equity is a challenging and important management task. This book explores the antecedents and consequences of employee-based brand equity from different perspectives and artifacts, highlighting the importance of brand equity from a human resource management perspective and its usefulness in understanding and learning different theories and concepts.

Format: Paperback / softback
Length: 300 pages
Publication date: 17 June 2022
Publisher: IGI Global

Branding and human capital are considered a firm's most valuable assets, and the development of these intangible assets is a particularly challenging and critical management task for human resource managers and marketers. Employee-based brand equity is a key advantage for the organization and an essential part of the brand-based evaluation. To develop an effective and strong employee-based brand equity, firms need to focus on employee perceptions and promote positive attitudes about affiliation with the firm.

Antecedents and Outcomes of Employee-Based Brand Equity explores the antecedents and consequences of employee-based brand equity from different perspectives and different artifacts of employee-based brand equity. This book highlights the importance of brand equity from a human resource management perspective. It further highlights the ways in which brand equity can be fruitful in understanding and learning different theories and concepts with the interaction of different industries and cultures. Covering topics such as employee retention, psychological capital, and brand experience, this premier reference source is an indispensable resource for corporate offices, human resource managers, business leaders and managers, governmental organizations, marketing professionals, customer service professionals, libraries, students and educators of higher education, researchers, and academicians.

Dimension: 279 x 216 (mm)
ISBN-13: 9781668436226