Brand awareness in the context of mistrust: the case study of an employment agency

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Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Žurnalų straipsniai / Journal articles
Language:
Anglų kalba / English
Title:
Brand awareness in the context of mistrust: the case study of an employment agency
Authors:
In the Journal:
Sustainability (Basel), 2018, 10, 695
Subject Category:
LT
Prekės ir paslaugos / Goods and services; Rinka. Rinkodara / Market. Marketing; Vartotojai / Consumers.
Summary / Abstract:

ENBrand awareness is important for a good market performance of a company. However, research on the contextual preconditions needed for the improvement of brand awareness is limited, particularly in specific service sectors such as employment agencies. We present the research results of the preconditions for the improvement of awareness (which is one of the dimensions of brand equity) in an employment agency. We also analyze the effects of the perceived trust of customers on the improvement of brand awareness in the employment sector. As a case study, we present an example of an employment agency in Lithuania. This research is particularly timely in the Lithuanian context, where high levels of emigration are having a considerable negative impact on companies and their major internal operations - human resource management, marketing, and strategic planning - challenging the aims of long-term socially sustainable development. This research paper has a high relevance for other high-emigration economies.

DOI:
10.3390/su10030695
ISSN:
2071-1050
Subject:
Related Publications:
Lithuanian temporary workers in Iceland in another economic boom: expectations and experiences. South East European journal of economics and business 2019, 14, 1, 101-114.
Permalink:
https://www.lituanistika.lt/content/73270
Updated:
2026-02-25 13:50:15
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