 Consumers’ purchase decisions and employer imageMaria Rybaczewska, Leigh Sparks and Sułkowski, ŠUkasz Journal of Retailing and Consumer Services, 2020, vol. 55, issue C 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. Keywords: Consumer behaviour; Marketing; Employer image; Brand equity; Purchase decision process; Post-purchase satisfaction (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919313013 DOI: 10.1016/j.jretconser.2020.102123 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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