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Explain what employee branding is

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Assignment: In the article regarding employee branding found in Piehler, King, Burmann, & Xiong (2016) the four internal brand management (IBM) are measured and a model which considers the relationship between brand understanding, brand identification, brand commitment, and brand citizenship behavior (BCB) is proposed. In your initial post, evaluate and explain what employee branding is and how it impacts brand citizenship behavior. Also, explain how employee branding can increase brand identification. Finally, apply a theoretical analysis of whether employee brand understanding increases brand commitment. Provide an example and cited support for your response. Your initial post must meet APA guidelines and include at least one 2-3 scholarly reference from course materials.

Chapter 14 in Global Human Resource Management Casebook

Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behavior. European Journal of Marketing, 50(9/10), 1575-1601. DOI 10.1108/EJM-11-2014-0725

Ghose, S., & Mohanty, P. (2016). Innovative recognition and reward strategy as a tool for employee engagement: An empirical study on private retail banking in Odisha. CLEAR International Journal of Research In Commerce & Management, 7(3), 8-10.

Rodrigues, J., Mazzola, B., Bassi Sutter, M., Nakazato Miyahira, N., & Leme Fleury, M. T. (2017). The corporate branding in international operations. Internext: Revista Electrônica De Negócios Internacionais Da ESPM, 12(1), 1-15. doi:10.18568/1980-4865.1211-15

Feintzeig, R. (2017, January 10). For new hires at Alibaba, a crash course in Chinese business. The Wall Street Journal.

HR Council. (n.d.). Compensation & benefits.

Real Staffing. (n.d.). Building a compelling employer brand.

Reference no: EM132378436

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