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.

Internal branding has a positive impact on attitudinal and behavioural aspects of employees. The effectiveness of internal branding depends on an understanding of the internal as well as the external environment of the organization. Organizations can build a strong employee brand image by focussing on Value based and Strategic Management, Autonomy, Employee Well-Being and Functional Benefits for the employees. Employee Commitment, Person-Organization Fit, Employee Engagement, Organizational Citizenship Behaviour, Brand Driven Culture, Employee based Brand Equity, and Talent Acquisition are seen as positive outcomes of employee's understanding of brand values through a strong internal branding process. The present descriptive and empirical study has identified the factors of internal branding which contribute to the overall employment experience and create and retain a strong employer brand. A sample size of 443 respondents across four different services sector in India was selected through stratified random sampling method. Self -designed and validated structured questionnaires were used to collect data. Empirical analysis of the study shows how organizations can create a strong employee brand image by focusing on various antecedents of brand creation. The major findings of the study include identification of seven factors which act as antecedents of internal branding and five significant factors which act as the consequences of internal branding practices. This study proposes an empirically tested integrated framework for internal branding based on its antecedents and consequences and helps organizations to identify the factors of internal branding which they need to emphasize upon to measure the effectiveness of their brand building process.

A level of decision making is concerned with deciding the organization’s objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization’s future and its environment as well as matching the organization’s characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.