Employer branding and customer brand equity in the Jerónimo Martins group

• Autor(a) principal: Silva, Ana Maria Marinho Da
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/104577
• topic: Centennials; Employer branding; Customer brand equity; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

In the pastdecade, Employer Branding has become increasingly important and companies strive to capture Centennials’ attention both as employees and consumers. The purpose of this Work Project is to study the relationship between Employer Branding and Customer Brand Equity in the Jerónimo Martins Group. Through an online questionnaire that measures Employer Branding and Customer Brand Equity perceptions it was shown that the former impacts the latter and that age works as a moderation variable. The findings also indicate that Millennials who were born in transition years (1988-1994) have a morenegativeperception about Jerónimo Martins as an employer.