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Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency

Kristina Ročkutė (), Inga Minelgaitė (), Ligita Zailskaitė-Jakštė () and Robertas Damaševičius ()
Additional contact information
Kristina Ročkutė: Independent consultant, 07101 Vilnius, Lithuania
Inga Minelgaitė: School of Business, University of Iceland, 101 Reykjavik, Iceland
Ligita Zailskaitė-Jakštė: Department of Multimedia Engineering, Kaunas University of Technology, 44249 Kaunas, Lithuania
Robertas Damaševičius: Department of Software Engineering, Kaunas University of Technology, 44249 Kaunas, Lithuania

Sustainability, 2018, vol. 10, issue 3, 1-13

Abstract: Brand awareness is important for a good market performance of a company. However, research on the contextual preconditions needed for the improvement of brand awareness is limited, particularly in specific service sectors such as employment agencies. We present the research results of the preconditions for the improvement of awareness (which is one of the dimensions of brand equity) in an employment agency. We also analyze the effects of the perceived trust of customers on the improvement of brand awareness in the employment sector. As a case study, we present an example of an employment agency in Lithuania. This research is particularly timely in the Lithuanian context, where high levels of emigration are having a considerable negative impact on companies and their major internal operations—human resource management, marketing, and strategic planning—challenging the aims of long-term socially sustainable development. This research paper has a high relevance for other high-emigration economies.

Keywords: service marketing; brand awareness; trust; labour research; consumers; sustainable employment; social sustainability; Lithuania (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2018
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