The Impact of Employer Brand Equity Elements on Consumer Attitude to Service Brand

Indrė Ščiukauskė

doi:10.15388/vgisc.2021.13

Abstract

Increasing competition means that organisations are looking for new ways to ensure the equity of their brands, and due to the specifics of services, employees are undoubtedly one of the most important links in service brand equity creation, therefore consumer knowledge of employer brand and its equity elements can contribute to the perception towards it, change it and influence behavioural intentions. According to the theory of reasoned behaviour, attitude is an important determinant of behaviour, so the purpose of this article is to assess how elements of an employer’s brand equity influence attitude toward a service brand. After the exploratory factor analysis, 3 main elements of the employer’s brand equity were identified. An analysis of the empirical study also found that the employer brand image has the strongest effect on attitudes towards a service brand, while the effect of employer brand awareness and reputation has a weaker effect.

Highlights

Relevance of the article Brand management is widely discussed by scholars and is no exception to the increasingly prominent concept of employer brand where traditional brand theories and practices are applied in the context of human resource management and create value for employees
The instrument chosen was a standardized questionnaire based on Collins (2007), Banerjee et al (2018), Saini, & Gupta (2018), Kashive, & Khana (2017), Alshathry (2015) scales used by mentioned researchers to assess elements of employer brand equity, and Torres, & Augusto’s (2019) statements about attitude to the service brand
Employer Brand Equity is understood as a concept parallel to traditional brand equity but the main target audience is potential and existing employees

Summary

Introduction

Relevance of the article Brand management is widely discussed by scholars and is no exception to the increasingly prominent concept of employer brand where traditional brand theories and practices are applied in the context of human resource management and create value for employees. Elements of the employer brand equity are analysed from the perspective of employees, and attitude towards the brand most often is analysed as a factor of consumer behaviour (Torres, & Augusto, 2019; Andrade, 2005). This suggests that a more detailed examination of the relationship between the elements of the employer’s brand equity and the attitude to the service brand is needed. Object of the article – the impact of employer brand equity elements on the attitude of consumers of service brands. Objectives of the article: 1. To analyse the concept of employer brand equity, its elements and attitude towards brand

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Conclusion