What Does Variable Matter for Employee Brand Consistent Behavior as Imply of Employee Branding Outcomes: A Literatur Review

DOI

10.2991/aebmr.k.210522.020How to use a DOI?

Keywords

employee branding, employee brand consistent behavior, corporate communication, brand management, internal marketing, HRM, leadership, personal values

Abstract

Employee brand consistent behavior (EBCB) as the outcome of employee branding (EB) is a determining factor in the projection of employee attitudes towards consumers in the service industry. This study aims to map all previous research results related to employee brand consistent behavior. The method used in this research is literature review. Based on the results of the literature review found, there are 120 literature discussing EB. From these literatures, the most frequently discussed variables as determinants of EBCB are corporate communication (CC), internal marketing (IM) and brand management (BM). Some of them were found to study it from the human resource management (HRM) variable, and rarely studied it from the leadership and personal values (PV) variables. This research shows that the leadership variables and PV are variables that also play a role in the success of EB apart from CC, IM, and BM. Suggestions for further researchers, to conduct in-depth analysis through qualitative methods in order to find the factors that can influence it directly or indirectly. The originality of this research is the map of EBCB as the outcome of EB through CC, IM, BM, HRM, leadership, and PV.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ananda Fortunisa
AU  - Ernie Tisnawati Sule
AU  - Mery Citra Sondari
AU  - Imas Soemaryani
PY  - 2021
DA  - 2021/05/25
TI  - What Does Variable Matter for Employee Brand Consistent Behavior as Imply of Employee Branding Outcomes: A Literatur Review
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 147
EP  - 153
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.020
DO  - 10.2991/aebmr.k.210522.020
ID  - Fortunisa2021
ER  -