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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Brand Experience
Business Leadership
Customer-Based Brand Equity
Employee Brand Association
Employee Engagement
Employee Retention
Employee-Based Brand Equity
Innovative Work Behavior
Psychological Capital
Psychological Contract
Service Quality

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Editor/Author Biographies

Muhammad Waseem Bari is working as an assistant professor at Lyallpur Business School, Government College University Faisalabad, Pakistan. Dr. Waseem earned his Ph.D. (Business Administration) degree from the Beijing Institute of Technology, China. He has broad insight into the topics of organizational sciences and has published several papers in high-quality impact factor journals. Dr. Waseem is also an editor of 8 books related to tourism, organizational performance, and knowledge management (IGI Global, USA), Guest editor (Frontiers Publishers), article editor (Sage Publications), and reviewer of several top-tier journals. He has vast experience in banking and the FMCG industries. His research areas are knowledge management, psychological contract, innovation, organizational changes, and tourism.

Muhammad Abrar is an associate professor of Business Administration (Marketing), and currently, he is serving as an Associate Professor in Lyallpur business school at Government College University, Faisalabad, Pakistan. He received his PhD in Business Administration (Marketing) from The Huazhong University of Science and Technology Wuhan, P.R. China, and holds an MBA from Bahauddin Zakariya University, Multan, Pakistan and M.Sc. (Hons.) Agronomy degree from the University of Agriculture, Faisalabad, Pakistan. He is a well-known scholar in his research areas (Brand Management, Supply Chain Management, Digital Marketing, Services Marketing, Management, Business Education, etc.).His scholarly peer-reviewed research articles have been published in the top journals, e.g., Journal of Enterprise Information Management, Management Decision, Journal of Competitiveness, Asia Pacific Journal of Marketing and Logistics, Total Quality Management & Business Excellence, Marketing Intelligence & Planning, Economic and Industrial Democracy, International Journal of Emerging Markets, Chinese Management Studies, Autex Research Journal, SAGE Open, Quality & Quantity, Industria Textila, Journal of Islamic Marketing. He can be contacted at: abrarphd@gmail.com

Emilia Alaverdov, Ph.D. in Political Science, associate professor, Faculty of Law and International Relations since 2011. She received her bachelor's degree in Languages and Literature, has been awarded a qualification of Philologist of English Language and Literature and Spanish Language and Literature, Ilia Chavchavadze State University, Tbilisi, Georgia. Has a master’s degree in International Relations and Politics from the Diplomatic Academy of Georgia. She defended her doctoral thesis, “Islamic Factor in the History and Modern Russia” at Georgian Technical University and was awarded a Ph.D. degree in Political Science in 2013. Her research interests include religion, migration, and European and Russian studies. She is an editor of 2 books, has participated in 48 international scientific conferences (among them majority abroad) and published more than 15 articles, and 3 book chapters.

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