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SUMMARY
Research Question:
To what extent does brand-oriented
leadership affect brand commitment as well the resulting brand
behavior of employees in regard to the employer brand?
Methodology:
Structural equation model with data from an
online survey.
Practical Implication:
Employees with a strong brand commit-
ment can act as ambassadors of the brand when attracting new
talents. As brand-oriented transformational leadership is able to
enhance brand commitment companies might utilize it within
their employer branding.
DR. STEFANIE APP
Referentin Personalentwicklung, Dürr AG
E-Mail:
PROF. DR. MARION BÜTTGEN
Professur für Unternehmensführung am
Institut für Marketing und Management
Universität Hohenheim
E-Mail:
M.SC. STEFANIE LOHMÜLLER
Assistentin der Geschäftsleitung
Ads-tec GmbH
E-Mail:
