The antecedents of sustainable employer brand image

Abstract

© 2016 American Scientific Publishers All rights reserved. This paper addresses the gap of sustainable employer brand image studied in the past, and proposes perceived corporate brand identity and product brand image as two key antecedents of sustainable employer brand image in perception of current employees. Additionally, two levels of perceived corporate brand identity and product brand image—internal and external perspectives, and the interaction effects of these variables will be hypothesized. Theoretical contributions and managerial implications to areas of brand management will also be discussed.