Customer-based brand equity and employer branding: Innovativeness as a moderator

In the highly competitive markets of today's globalized world, brand equity efforts and making the best use of human resources are two important tools for companies to compete. Innovation is another must for companies who aim sustainable growth. The effect of customer-based brand equity on employer branding is investigated in this study. In addition, it was investigated whether innovativeness is a moderator in this relationship. Regression analysis was held for the survey which was applied to 195 potential and existing white-collar workers. Detailed outcomes of the analysis are discussed inside of the study. This study contributes to both marketing and human resources literature in the sense of combining branding efforts. Striking results are found in terms of the moderating effect of innovativeness. Keywords: employer brand, employer branding, customer-based brand equity, brand image, brand loyalty, innovation, innovativeness, innovation performance, organizational innovativeness