The importance of trust in the company’s brand in the context of the employer brand management
Journal Title: Zarządzanie i Finanse - Year 2014, Vol 12, Issue 2
Abstract
Brand is one of the most commonly reported areas of modern marketing. It affects many different areas of business management. One of these areas is the management of human resources, which uses the concept of employer branding. In recent years, the concept is skillfully used by many employers. One of the factors taken into consideration by potential employees is trust in employer brand. It turns out, however, that this aspect is also an important determinant of consumers’ decisions about choosing a particular brand of product. This article presents an analysis of the literature in the field of management, marketing and the results of empirical research conducted by the author.
Authors and Affiliations
Tomasz Dryl
Keywords
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- EP ID EP152810
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