Describing the relationship between Employer Attractiveness and Internal Brand Equity : A quantitative single cross-sectional study
Abstract: Background: Differentiation towards one’s competitors is crucial. Brand can symbolize competitive advantages through intangible assets, though the focus in both companies and academia has largely been on adding intangible values to products. To large extent employees has not been consider as an aspects that could add value, i.e. employees as brand builders. Recently gained interest in both areas have make it possible to compared them both the see employees possibility to add brand value. Purpose: The purpose of this thesis is to describe the relationship between employer attractiveness and internal brand equity. Methodology: Conducted a quantitative study, with a single cross-sectional design and self-completion questionnaire as data collection method. Descriptive statistics and simple linear regression was thereafter performed. All with ethical principles in consideration. Conclusion: This study provides empirical evidence that confirms a relationship between employees and the brand equity through the concepts of employer attractiveness, and brand equity through the concept of internal brand equity. The study provides a regression analysis between the two concepts that indicates a relationship to a very large extent. The confirmed relationship thus adds new perspectives of how to add intangible value to a brand and thus adds to a potential success.
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