Centro de Documentacion de Fundación MAPFRE - Employer brand trust and affect : linking brand personality to employer brand attractiveness

MAP20180014802

Employer brand trust and affect : linking brand personality to employer brand attractiveness / Linn Viktoria Rampl, Peter Kenning

Sumario: The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness

En: European Journal of Marketing.- Bingley (BD): Emerald Group Publishing Limited. - Vol. 48 No. 1/2 ; 2014 ; p. 218-236

1. Imagen corporativa . 2. Gestión de la marca . 3. Imagen de marca . 4. Gestión del talento . 5. Confianza . 6. Marketing de la marca . 7. Comunicación interna . 8. Talento . I. Kenning, Peter . II. Título.