Books > Business & Economics > Business & management > Management of specific areas > Personnel & human resources management
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Antecedents and Outcomes of Employee-Based Brand Equity (Paperback)
Loot Price: R5,336
Discovery Miles 53 360
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Antecedents and Outcomes of Employee-Based Brand Equity (Paperback)
Expected to ship within 10 - 15 working days
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Total price: R5,356
Discovery Miles: 53 560
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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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