| Abstract [eng] |
Brand management is widely discussed by researchers, however, there is little empirical or conceptual research into the interaction of human resource management with brand equity from the consumer perspective. This interaction is evident in the service sector, where employees are in constant contact with customers. Increasing competition means that organizations are looking for new ways to ensure the brand equity, and, due to the specifics of services, employees are undoubtedly one of the most important links in the creation of the service brand equity; for this reason, consumer knowledge of the employer brand can contribute to the perception of the service brand equity, change attitudes to it, and affect behavioral intentions. The object of the dissertation—the impact of the employer brand equity on the consumer perceived service brand equity and behavioral intentions. Systematic, comparative, and logical analysis of scientific literature, classification, abstraction, synthesis was caried out and exploratory and confirmatory factor analysis, reliability and validity analysis, structural modeling of equations were used for research data. After evaluating the results of this doctoral dissertation, it should be noted that, in the practice of brand management, it is appropriate to consider not only the consumer-perceived brand equity, but also how the employer brand equity is created and managed, with both direct and indirect effects on the non-target audience, i.e., consumers of services. |
