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Author : Muhammad Waseem Bari
Release : 2023-04-06
Genre : Science
Kind : eBook
Book Rating : 567/5 ( reviews)
Book Synopsis Antecedents and consequences of employee based brand equity by : Muhammad Waseem Bari
Download or read book Antecedents and consequences of employee based brand equity written by Muhammad Waseem Bari. This book was released on 2023-04-06. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Bari, Muhammad Waseem
Release : 2022-06-17
Genre : Business & Economics
Kind : eBook
Book Rating : 23X/5 ( reviews)
Book Synopsis Antecedents and Outcomes of Employee-Based Brand Equity by : Bari, Muhammad Waseem
Download or read book Antecedents and Outcomes of Employee-Based Brand Equity written by Bari, Muhammad Waseem. This book was released on 2022-06-17. Available in PDF, EPUB and Kindle. Book excerpt: Branding and human capital are considered a firm’s most important assets, and the development of these intangible assets is a particularly challenging and important management task for human resource managers and marketers. Employee-based brand equity is a key advantage for the organization and an important part of the brand-based evaluation. To develop an effective and strong employee-based brand equity, firms need to focus on the perceptions of employees 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 culture. 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.
Author : Asha Binu Raj
Release : 2015
Genre :
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis Antecedents and Consequences of Internal Branding in Organizations in Indian Services Sector by : Asha Binu Raj
Download or read book Antecedents and Consequences of Internal Branding in Organizations in Indian Services Sector written by Asha Binu Raj. This book was released on 2015. Available in PDF, EPUB and Kindle. Book excerpt: Internal branding has a positive impact on attitudinal and behavioural aspects of employees. The effectiveness of internal branding depends on an understanding of the internal as well as the external environment of the organization. Organizations can build a strong employee brand image by focussing on Value based and Strategic Management, Autonomy, Employee Well-Being and Functional Benefits for the employees. Employee Commitment, Person-Organization Fit, Employee Engagement, Organizational Citizenship Behaviour, Brand Driven Culture, Employee based Brand Equity, and Talent Acquisition are seen as positive outcomes of employee's understanding of brand values through a strong internal branding process. The present descriptive and empirical study has identified the factors of internal branding which contribute to the overall employment experience and create and retain a strong employer brand. A sample size of 443 respondents across four different services sector in India was selected through stratified random sampling method. Self -designed and validated structured questionnaires were used to collect data. Empirical analysis of the study shows how organizations can create a strong employee brand image by focusing on various antecedents of brand creation. The major findings of the study include identification of seven factors which act as antecedents of internal branding and five significant factors which act as the consequences of internal branding practices. This study proposes an empirically tested integrated framework for internal branding based on its antecedents and consequences and helps organizations to identify the factors of internal branding which they need to emphasize upon to measure the effectiveness of their brand building process.
Author : 鍾淑霞
Release : 2004
Genre :
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis The Antecedents and Consequences of Brand Equity by : 鍾淑霞
Download or read book The Antecedents and Consequences of Brand Equity written by 鍾淑霞. This book was released on 2004. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Sang Hee Park
Release : 2009
Genre :
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis The Antecedents and Consequences of Brand Image by : Sang Hee Park
Download or read book The Antecedents and Consequences of Brand Image written by Sang Hee Park. This book was released on 2009. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: Due to the fact that brand equity has received significant research attention, brand image in the customer-based brand equity framework, has been recognized as an important concept in marketing and consumer behavior research. While an increasing number of studies have focused on conceptualizing brand image, empirical research on brand image in the restaurant industry has been consistently criticized for deficiencies of theoretical grounding and conceptual rigor. Therefore, there is an urgent need to investigate ways in which brand image can be empirically measured so that researchers can effectively analyze the key variables related to it. The current study attempted to bridge this existing gap by developing an effective brand image measurement and model. Grounded in the foundation of marketing and hospitality literature as well Keller's customer-based brand equity framework, this study developed a conceptual model that explains the relationships between the antecedents and consequences of brand image. The objectives of this research are: 1) to develop reliable and valid scales to measure brand image in a restaurant context; 2) to propose an integrated model of the causal relationship between the antecedents and consequences of brand image, by relying on Keller's customer-based brand equity framework. Based on the proposed model, nine hypotheses were developed with six latent variables. Through focus group interviews and a pretest, the measurements were refined and the questionnaire used for the main study was developed. Data was analyzed using the 417 surveys. A Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) in AMOS 17.0 were employed to evaluate the measurement model, to measure the model fitness of data and to test the research hypotheses and relationships among the latent constructs. The results from the main study revealed a significant relationship between mostly all constructs in the model except the relationship between brand image and attitudinal brand loyalty. The findings clearly showed the primary effect of brand awareness and brand familiarity as the antecedents to brand image. It was concluded that brand awareness drivers brand image, customer satisfaction, brand trust and attitudinal brand loyalty. Moreover, the results indicated the critical mediating effect of brand image between its antecedents and consequences. The study also highlighted the importance of customer satisfaction and trust in order to establishing a customer's attitudinal brand loyalty. From a theoretical perspective, this study developed a brand image scale and proposed an integrated model of brand image in customer-based brand equity framework in a casual dining restaurant context. The study also provides several managerial implications for chain restaurant managers and marketers by stressing the importance of brand image in the hospitality industry with a view to enhancing the marketers' understanding of the factors that may dilute or enhance brand image and thereby provide insights into brand equity management.
