Almandeel Munther


A company’s interest in the role of human resources while building the brand, which is directly related to promoting the company’s reputation when/after being rendered a service, especially increased after administrators’ taking interest in the sphere of employees influence on internal and external environment, as “employees” represent a customer from within the organization. Despite the interest from this point of view, the research shows that many heads still have not understood how to use it to achieve better reputation outcome and, thus, how to gain competitive advantages for their company. The purpose of this article is to analyze the factors that influence a brand through reputation and employee satisfaction with a company’s activity. These factors have always been directly associated with a brand in order to demonstrate a company's successful marketing strategies. Reputation is also tightly connected to the relationships and interactions between the parties involved, namely between the consumers and the company's representatives. These interactions represent customers’ trust and loyalty to the company, caused by such factors.

Ключевые слова

brand; reputation; employee satisfaction; brand equity; customer loyalty.

Полный текст:



Tim Ambler. Do Brands Benefit Consumers? International Journal of Advertising, September 2009, vol. 16(3), pp. 167–1997. DOI: 10.1111/j.0265-0487.1997.00053.x.

Valarie A. Zeithaml, Leonard L. Berry and A. Parasuraman. The Behavioral Consequences of Service Quality. Journal of Marketing, Apr., 1996, vol. 60, no. 2, pp. 31–46. DOI: 10.2307/1251929

Harvir S. Bansal, P. Gregory Irving, Shirley F. Taylor. A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, July 2004, vol. 32(3), pp. 234–250. DOI: 10.1177/0092070304263332

Kusum L. Ailawadi, Donald R. Lehmann, Scott A. Neslin. Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, October 2003, vol. 67(4), pp. 1–17. DOI: 10.1509/jmkg.

Juan Manuel de la Fuente SabateEsther de Quevedo Puente. Empirical Analysis of the Relationship Between Corporate Reputation and Financial Performance: A Survey of the Literature. Corporate Reputation Review, July 2003, vol. 6, iss. 2, pp. 161–177. Available at: palgrave.crr.1540197

Susan McDowell, Mudambia Peter Doyleb Veronica Wong. An exploration of branding in industrial markets. Industrial Marketing Management, September 1997, vol. 26(5), pp. 433–446. DOI: 10.1016/S00198501(96)00151-4

Eunsang Yoon, Hugh J. Guffey, Valerie Kijewski. The effects of information and company reputation on intentions to buy a business service. Journal of Business Research, July 1993, vol. 27, iss. 3, pp. 215–228. DOI: 10.1016/0148-2963(93)90027-M

Tor Wallin Andreassen, Bodil Lindestad. The Effect of Corporate Image in the Formation of Customer Loyalty. Journal of Service Research, August 1998, vol. 1(1), pp. 82–92. DOI: 10.1177/109467059800100107

Anca E. Cretu, Roderick J. Brodie. The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 2007, vol. 36, pp. 230–240. DOI: 10.1016/j.indmarman.2005.08.013 10. Robert Hurley and Jukka M. Laitamäki. Total Quality Research: Integrating Markets and the Organization California Management Review, October 1995, vol. 38(1), pp. 59–78. DOI: 10.2307/41165821 11. Asghar, Seyed, Mohammad, Khaled. Study of the effects of customer service and product quality on customer satisfaction and loyalty. May 2011. Available at: publication/235791092_Study_of_the_effects_of_customer_service_and_product_quality_on_customer_satisfaction_a nd_loyalty

Walker R., Johnson L. and Leonard S. Re thinking the conceptualization of customer value and service quality within the service profit chain. Managing Service Quality: An International Journal, 2006, vol. 16, no. 1, pp. 23–36. DOI: 10.1108/09604520610639946

Seth N., Deshmukh S. and Vrat P. Service quality models: a review. International Journal of Quality & Reliability Management, 2005, vol. 22, no. 9, pp. 913–949. DOI: 10.1108/02656710510625211

Roland T. Rust, Katherine N. Lemon, & Valarie A. Zeithaml. Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, January 2004, vol. 68, pp. 109–127. DOI: 10.1509/jmkg.

State of the American Workplace, 2013, website GALLUP. Available at: workplace/238085/state-american-workplace-report-2017.aspx

Schlager T., Bodderas M., Maas P. and Luc Cachelin J. The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 2011, vol. 25, no. 7, pp. 497–508. DOI: 10.1108/08876041111173624

Filip Lievens, Jerel Slaughter. Employer Image and Employer Branding: What We Know and What We Need to Know. Annual Review of Organizational Psychology and Organizational Behavior, 2016, vol. 3, pp. 407–440. DOI: 10.1146/annurev-orgpsych-041015-062501

King and Grace. Employee Based Brand Equity: A Third Perspective. Services Marketing Quarterly, March 2009, vol. 30(2), pp. 122–147. DOI: 10.1080/15332960802619082

Iacobucci and Ostrom. Consumer Trade-Offs and the Evaluation of Services. Journal of Marketing, January 1995, vol. 59(1), pp. 17–28. DOI: 10.2307/1252011


  • На текущий момент ссылки отсутствуют.