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The Perception of Employee Effect and Brand in Industry and Services: An Internal Marketing Approach
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Author(s): Andrea Sousa (Instituto Superior Miguel Torga, Portugal), João Fernandes Thomaz (Institute of Management and Administration of Santarém, Portugal), Eulália Santos (School of Technology and Management, Polytechnic Institute of Leiria, Portugal), Aquilino Felizardo (Polytechnic Institute of Leiria, Portugal)and Carlos Francisco Silva (Universidade Europeia, Portugal)
Copyright: 2020
Pages: 15
Source title:
Digital Marketing Strategies and Models for Competitive Business
Source Author(s)/Editor(s): Filipe Mota Pinto (Polytechnic Institute of Leiria, Portugal)and Teresa Guarda (Universidad Peninsula de Santa Elena (UPSE), Ecuador)
DOI: 10.4018/978-1-7998-2963-8.ch006
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Abstract
Employee brand effect is a process that values the management of human resources in organizations and contributes to a real and concrete diagnosis of the relational environment inside organizations by promoting internal marketing in people management. This process results from the increase of actions in the domain of interpersonal relationships, which result from the informality of social exchanges in the organization. The present study covered 30 Portuguese organizations from the center region of Portugal in the services and industry areas that responded to a questionnaire survey measuring the process. The results show that in the industry sector there is a greater variation in the employee branding process through mentoring and helping relationships and also a greater variation in the organizational integration domain through the dynamics of interpersonal relationships, which consequently leads to the perception that employee branding effect is more positive in industry employees.
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