Consumers' purchase decisions and employer image

Abstract

A human capital perspective emphasises employer image as a powerful asset for a company's operations. It is also an intangible factor potentially influential for consumers' purchase decisions. This study answers the question whether there is any correlation between consumers' purchase decisions and the image of the company as an employer. Results of quantitative research with 896 respondents show that whilst employer image is not an explicitly stated priority for consumers' decision-making, it does moderate consumers' choice and satisfaction. With decreasing differentiation amongst offers in the retail and service sector, this is significant for competitive advantage and can be used by marketers. Our study widens understanding of brand equity by providing a new perspective on relevance and use of the company's image as an employer as a component of marketing activities. © 2020 The Authors