Work

Consumers’ purchase decisions and employer image

Year: 2020

Type: article

Abstract: : A human capital perspective emphasises employer image as a powerful asset for a company's operations. It is also an intangible factor potentially influential for consumers' purchase decisions. This study answers the question whether there is any correlation between consumers' purchase decisions and the image of the company as an employer. Results of quantitative research with 896 respondents show that whilst employer image is not an explicitly stated priority for consumers' decision-making, it does moderate consumers' choice and satisfaction. With decreasing differentiation amongst offers in the retail and service sector , this is significant for competitive advantage and can be used by marketers. Our study widens understanding of brand equity by providing a new perspective on relevance and use of the company's image as an employer as a component of marketing activities.

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2020.102123

Authors: Maria Rybaczewska, Leigh Sparks, Łukasz Sułkowski

Institutions: University of Stirling, Społeczna Akademia Nauk, Jagiellonian University

Language: English

Topic: Employer Branding and e-HRM

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: hybrid

Estimated APC paid: $1,300