The Effects of Employer Branding on Value Congruence and Brand Love

IF 4.4 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Yunsik Kim, T. Legendre
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引用次数: 5

Abstract

This study examines the effect of employer brand on employees’ brand love by applying value congruence theory. A survey was conducted with employees of well-known hotel brands in South Korea. The results show that not all employer brand dimensions equally contribute to the formation of brand love. While economic, social, and development values positively influence brand love, interest value and application value did not affect brand love formation. Employees’ value congruence perceptions mediate this effect because employees could infer what values employers care about based on the benefits that a hotel brand offers. This study contributes to the literature by linking value congruence with employer branding and brand love. Based on our findings, hospitality managers can redesign all work activities and apply employer branding principles to reflect employment value to achieve employee’s brand love.
雇主品牌对价值趋同和品牌爱的影响
本研究运用价值一致性理论,探讨雇主品牌对员工品牌喜爱的影响。一项针对韩国知名酒店品牌员工的调查。结果表明,并不是所有的雇主品牌维度对品牌爱的形成都有同等的贡献。经济价值观、社会价值观和发展价值观对品牌爱有正向影响,兴趣价值观和应用价值观对品牌爱的形成没有影响。员工的价值一致性感知调节了这种效应,因为员工可以根据酒店品牌提供的利益推断雇主关心的价值观。本研究通过将价值一致性与雇主品牌和品牌喜爱联系起来,对文献有所贡献。基于我们的研究结果,酒店管理者可以重新设计所有的工作活动,并应用雇主品牌原则来反映就业价值,以实现员工的品牌爱。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Hospitality & Tourism Research
Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
10.10
自引率
9.50%
发文量
54
期刊介绍: The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.
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