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Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency

Author

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  • Kristina Ročkutė

    (Independent consultant, 07101 Vilnius, Lithuania)

  • Inga Minelgaitė

    (School of Business, University of Iceland, 101 Reykjavik, Iceland)

  • Ligita Zailskaitė-Jakštė

    (Department of Multimedia Engineering, Kaunas University of Technology, 44249 Kaunas, Lithuania)

  • Robertas Damaševičius

    (Department of Software Engineering, Kaunas University of Technology, 44249 Kaunas, Lithuania)

Abstract

Brand awareness is important for a good market performance of a company. However, research on the contextual preconditions needed for the improvement of brand awareness is limited, particularly in specific service sectors such as employment agencies. We present the research results of the preconditions for the improvement of awareness (which is one of the dimensions of brand equity) in an employment agency. We also analyze the effects of the perceived trust of customers on the improvement of brand awareness in the employment sector. As a case study, we present an example of an employment agency in Lithuania. This research is particularly timely in the Lithuanian context, where high levels of emigration are having a considerable negative impact on companies and their major internal operations—human resource management, marketing, and strategic planning—challenging the aims of long-term socially sustainable development. This research paper has a high relevance for other high-emigration economies.

Suggested Citation

  • Kristina Ročkutė & Inga Minelgaitė & Ligita Zailskaitė-Jakštė & Robertas Damaševičius, 2018. "Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency," Sustainability, MDPI, vol. 10(3), pages 1-13, March.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:3:p:695-:d:134694
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    1. O. Oyediran & A. Omoshule & Sanjay Misra & Rytis Maskeliūnas & Robertas Damaševičius, 2019. "Attitude of mobile telecommunication subscribers towards sim card registration in Lagos State, Southwestern Nigeria," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(4), pages 783-791, August.
    2. Feng Xu & Yuli Bai & Shuaishuai Li, 2020. "Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation," Sustainability, MDPI, vol. 12(5), pages 1-21, March.
    3. Minelgaite Inga & Christiansen Þóra H. & Kristjánsdóttir Erla S., 2019. "Lithuanian Temporary Workers in Iceland in Another Economic Boom: Expectations and Experiences," South East European Journal of Economics and Business, Sciendo, vol. 14(1), pages 101-114, June.

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