Purpose – The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as relevant to the employer brand. Design/methodology/approach – A multidimensional measure of corporate brand...

Considers the implementation of the customer care campaign within Asda, as a response to the results of a MORI survey of Asda staff and customers. The staff training programme took place between 1985 and 1987 with the stated aim of providing enjoyable and convenient shopping for customers. The...