Antecedents and Outcomes of Employee-Based Brand Equity
Abrar, Muhammad / Alaverdov, Emilia / Bari, Muhammad Waseem 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...