Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)

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

Authors
Ananda Fortunisa, Ernie Tisnawati Sule, Mery Citra Sondari, Imas Soemaryani
Corresponding Author
Ananda Fortunisa
Available Online 25 May 2021.
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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Volume Title
Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
25 May 2021
ISBN
10.2991/aebmr.k.210522.020
ISSN
2352-5428
DOI
10.2991/aebmr.k.210522.020How to use a DOI?
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/).

Cite this article

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  -