Consumers' purchase decisions and employer image. (July 2020)

• Record Type: Journal Article
• Authors: Rybaczewska, Maria; Sparks, Leigh; Sułkowski, Łukasz
• Is Part Of: Journal of retailing and consumer services. Volume 55(2020)
• Publication Date: 2020-07
• Subjects: Consumer behaviour -- Marketing -- Employer image -- Brand equity -- Purchase decision process -- Post-purchase satisfaction; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102123
• Languages: English
• ISSNs: 0969-6989

Abstract

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.