The Effects of Employer Branding on Value Congruence and Brand Love

Bibliographic Data

ID21652521
AuthorsYunsik Kim (0000-0002-0883-8786, Kyungdong University), Tiffany S Legendre (0000-0002-7948-3281, University of Houston)
Year2023
Volume47
Issue6
Pages962-987
Publication date2023-08-01
Open AccessYes
TypeARTICLE
VenueJournal of Hospitality & Tourism Research (JOURNAL)
Journal identifiersISSN: 1096-3480 • E-ISSN: 1557-7554
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/10963480211062779
OpenAlexW4200268706
LanguageEN
Citations received5
References cited72

This study examines the effect of employer brand on employees’ brand love by applying value congruence theory. A survey was conducted with employees of well-known hotel brands in South Korea. The results show that not all employer brand dimensions equally contribute to the formation of brand love. While economic, social, and development values positively influence brand love, interest value and application value did not affect brand love formation. Employees’ value congruence perceptions mediate this effect because employees could infer what values employers care about based on the benefits that a hotel brand offers. This study contributes to the literature by linking value congruence with employer branding and brand love. Based on our findings, hospitality managers can redesign all work activities and apply employer branding principles to reflect employment value to achieve employee’s brand love

Advertising · Brand equity · Brand experience · Brand management · Business · Corporate branding · Employer Branding · Hospitality · Political science · Product management · Tourism · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Employer Branding and e-HRM · Psychology · Social Psychology · Marketing

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