Brands in the Labor Market: How Vertical and Horizontal Brand Differentiation Impact Pay and Profits Through Employee–Brand Matching

The primary focus of brand equity research has been on how brand knowledge creates value for firms through customer behavior in product markets. Using archival data and five experiments, this article tests a framework that outlines the unique role brands play in the labor market. The framework disti...

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Veröffentlicht in:	Journal of marketing research 2024-04, Vol.61 (2), p.204-224
Hauptverfasser:	Moorman, Christine, Sorescu, Alina, Tavassoli, Nader T.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand differentiation Employee behavior Employees Labor market Profits Wages & salaries
Online-Zugang:	Volltext
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