Organizational Brand Resonance for Job Satisfaction of the Employees

6 Pages Posted: 15 Feb 2019

See all articles by S. K. Choubey

S. K. Choubey

Rani Durgavati University

Ashish Sharma

Rani Durgavati University

Ashish Yadav

Rani Durgavati University

Date Written: January 6, 2019

Abstract

This paper puts forth the possible importance and implications of utilising the theory of brand resonance in organisational context and its possible positive impacts on job satisfaction of the employees. Because employee, who resonate with its organisation is more likely to be satisfied in his/her job. By optimising its organisational brand resonance an organisation will also be able to reap the benefits of interactive marketing, in other words its call enabling the promise. Therefor building strong organisational brand resonance will not only be helpful to achieve high job satisfaction among employees but it will also help in enabling the promises the organisation stands for. This paper contributes in the area of brand resonance applied to organisational setting and provides insights on possible positive association between organisational brand resonance and job satisfaction of the employees.

Keywords: Job Satisfaction, Organisational Brand Resonance, Employee’s active Engagement, Employee’s attitudinal Attachment.

Suggested Citation

Choubey, S. K. and Sharma, Ashish and Yadav, Ashish, Organizational Brand Resonance for Job Satisfaction of the Employees (January 6, 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success. Available at SSRN: https://ssrn.com/abstract=3334952 or http://dx.doi.org/10.2139/ssrn.3334952

S. K. Choubey (Contact Author)

Rani Durgavati University ( email )

India

Ashish Sharma

Rani Durgavati University ( email )

India

Ashish Yadav

Rani Durgavati University ( email )

India

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