IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v10y2018i3p695-d134694.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/10/3/695/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/10/3/695/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Martina K. Linnenluecke & Sally V. Russell & Andrew Griffiths, 2009. "Subcultures and sustainability practices: the impact on understanding corporate sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 18(7), pages 432-452, November.
    2. John Purcell & Kate Purcell & Stephanie Tailby, 2004. "Temporary Work Agencies: Here Today, Gone Tomorrow?," British Journal of Industrial Relations, London School of Economics, vol. 42(4), pages 705-725, December.
    3. Judit Oláh & Attila Bai & György Karmazin & Péter Balogh & József Popp, 2017. "The Role Played by Trust and Its Effect on the Competiveness of Logistics Service Providers in Hungary," Sustainability, MDPI, vol. 9(12), pages 1-22, December.
    4. Kuisma, Jarmo & Simola, Jaana & Uusitalo, Liisa & Öörni, Anssi, 2010. "The Effects of Animation and Format on the Perception and Memory of Online Advertising," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 269-282.
    5. Hanna Kim & Won-Moo Hur & Junsang Yeo, 2015. "Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation," Sustainability, MDPI, vol. 7(4), pages 1-12, March.
    6. Alexandra Köves & Gábor Király & György Pataki & Bálint Balázs, 2013. "Backcasting for Sustainable Employment: A Hungarian Experience," Sustainability, MDPI, vol. 5(7), pages 1-15, July.
    7. Diana Mihaela Pociovălișteanu & Isabel Novo-Corti & Mirela Ionela Aceleanu & Andreea Claudia Șerban & Eugenia Grecu, 2015. "Employment Policies for a Green Economy at the European Union Level," Sustainability, MDPI, vol. 7(7), pages 1-20, July.
    8. Mirela Ionela Aceleanu & Andreea Claudia Serban & Cristina Burghelea, 2015. "“Greening” the Youth Employment—A Chance for Sustainable Development," Sustainability, MDPI, vol. 7(3), pages 1-21, March.
    9. Beate Littig & Erich Griessler, 2005. "Social sustainability: a catchword between political pragmatism and social theory," International Journal of Sustainable Development, Inderscience Enterprises Ltd, vol. 8(1/2), pages 65-79.
    10. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    11. Dennis Fok & Richard Paap & Philip Hans Franses, 2014. "Incorporating Responsiveness to Marketing Efforts in Brand Choice Modeling," Econometrics, MDPI, vol. 2(1), pages 1-25, February.
    12. Heung-Jun Jung & Mohammad Ali, 2017. "Corporate Social Responsibility, Organizational Justice and Positive Employee Attitudes: In the Context of Korean Employment Relations," Sustainability, MDPI, vol. 9(11), pages 1-24, October.
    13. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    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. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anca Vasilica Tănasie & Luiza Loredana Năstase & Luminița Lucia Vochița & Andra Maria Manda & Geanina Iulia Boțoteanu & Cătălina Soriana Sitnikov, 2022. "Green Economy—Green Jobs in the Context of Sustainable Development," Sustainability, MDPI, vol. 14(8), pages 1-23, April.
    2. Wan Yu Chang & I Ying Chang, 2014. "The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry," Sustainability, MDPI, vol. 6(12), pages 1-13, December.
    3. Sojin Jung & Stacy H. Lee, 2022. "The buffering effect of continuous corporate social responsibilities engagement on negative consumer responses toward brand crises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1636-1646, September.
    4. Patrick Bottazzi, 2019. "Work and Social-Ecological Transitions: A Critical Review of Five Contrasting Approaches," Sustainability, MDPI, vol. 11(14), pages 1-19, July.
    5. Jian Tang & Ping Zhang & Philip Fei Wu, 2015. "Categorizing consumer behavioral responses and artifact design features: The case of online advertising," Information Systems Frontiers, Springer, vol. 17(3), pages 513-532, June.
    6. Nguyen, Hang T. & Feng, Hui, 2021. "Antecedents and financial impacts of building brand love," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 572-592.
    7. Cartwright, Joanna & McCormick, Helen & Warnaby, Gary, 2016. "Consumers' emotional responses to the Christmas TV advertising of four retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 82-91.
    8. Taeho YohAuthor-Name: Meungguk Park, 2015. "An Integrated Model of the Effective Television PSAs on Giving Behavior," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(5), pages 233-247, May.
    9. Yi-Ping Chang & Hsiu-Hua Hu & Chih-Ming Lin, 2021. "Consistency or Hypocrisy? The Impact of Internal Corporate Social Responsibility on Employee Behavior: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-21, August.
    10. Garaus, Marion & Hudáková, Melánia, 2022. "The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline," Journal of Air Transport Management, Elsevier, vol. 103(C).
    11. Jong-Woo Jun & Jun-Hyuk Cho & Ji-Hoon Lee, 2021. "Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification," Sustainability, MDPI, vol. 13(23), pages 1-10, November.
    12. Olga Stepanova & Magdalena Romanov, 2021. "Urban Planning as a Strategy to Implement Social Sustainability Policy Goals? The Case of Temporary Housing for Immigrants in Gothenburg, Sweden," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    13. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    14. T. Tony Ke & Jiwoong Shin & Jungju Yu, 2023. "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning," Marketing Science, INFORMS, vol. 42(6), pages 1101-1124, November.
    15. Kim Bosmans & Deborah De Moortel & Christophe Vanroelen, 2022. "Enforceability of rights in the temporary agency sector: The case of Belgium," Economic and Industrial Democracy, Department of Economic History, Uppsala University, Sweden, vol. 43(4), pages 1519-1538, November.
    16. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    17. Catherine Le Roux & Marius Pretorius, 2016. "Conceptualizing the Limiting Issues Inhibiting Sustainability Embeddedness," Sustainability, MDPI, vol. 8(4), pages 1-22, April.
    18. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    19. Sorin-George Toma & Paul Marinescu & Catalin Gradinaru, 2016. "The Age Of Sustainable Business Models," Management Strategies Journal, Constantin Brancoveanu University, vol. 34(4), pages 128-132.
    20. Zdenka Gyurák Babeľová & Augustín Stareček & Dagmar Cagáňová & Martin Fero & Miloš Čambál, 2019. "Perceived Serviceability of Outplacement Programs as a Part of Sustainable Human Resource Management," Sustainability, MDPI, vol. 11(17), pages 1-21, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:10:y:2018:i:3:p:695-:d:134694. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.