Volume : 2, Issue : 5, May - 2013

Employee Branding in Retail Sector

Ms M. Jegadeeswari, Dr. S. Franklin John

Abstract :

Employee anding is a multi–disciplinary practice requiring cross–functional teams for both programme design and institutionalization. It is a key factor in business and and success, being the idge between business strategy and implementation. A substantial component of the idge is the employee. In this paper the concept of Employee anding has been acknowledged as an important area of research in marketing literature. In the retail sector, employees play a crucial role in the Employee anding process. In order to inspire customers, corporate sectors first have to inspire their employees – to understand and believe in the products and ands they represent, to improve performance and ultimately to be more effective advocates with customers. The objective of this research is to examine the concept and effects of Employee anding, involving semi–structured interviews and a pilot survey to collect data for the development of measurement scales. The study also focuses on making the employees understand the significance of employee anding.