Antecedents and Outcomes of Employee-Based Brand Equity

Released on by Bari, Muhammad Waseem
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  • Antecedents and Outcomes of Employee-Based Brand Equity Book Detail

  • Author : Bari, Muhammad Waseem
  • Release Date : 2022-06-17
  • Publisher : IGI Global
  • Genre : Business & Economics
  • Pages : 316
  • ISBN 13 : 166843623X
  • File Size : 55,55 MB
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Antecedents and Outcomes of Employee-Based Brand Equity by Bari, Muhammad Waseem PDF Summary

Book Description: 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.

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