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

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


Titill: Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency
Höfundur: Ročkutė, Kristina
Minelgaite, Inga   orcid.org/0000-0002-4026-3222
Zailskaitė-Jakštė, Ligita
Damaševičius, Robertas
Útgáfa: 2018-03-05
Tungumál: Enska
Umfang: 695
Háskóli/Stofnun: Háskóli Íslands
University of Iceland
Svið: Félagsvísindasvið (HÍ)
School of Social Sciences (UI)
Deild: Viðskiptafræðideild (HÍ)
Faculty of Business Administration (UI)
Birtist í: Sustainability;10(3)
ISSN: 2071-1050
DOI: 10.3390/su10030695
Efnisorð: Service marketing; Brand awareness; Trust; Labour research; Consumers; Sustainable employment; Social sustainability; Lithuania; Markaðssetning; Vörumerki; Neytendur; Mannafli; Traust; Atvinnumál
URI: https://hdl.handle.net/20.500.11815/881

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Tilvitnun:

Ročkutė, K.; Minelgaitė, I.; Zailskaitė-Jakštė, L.; Damaševičius, R. Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency. Sustainability 2018, 10, 695. doi:10.3390/su10030695

Útdráttur:

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

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Leyfi:

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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