Purpose – This paper aims to test one of the symbolic influences of the employee on brand associations and by doing so demonstrate why the stereotyping of employees should be added to the research agenda for corporate branding. Design/methodology/approach – The research is a quantitative...

Purpose – A company may ignore its non‐obligatory responsibilities to employees during a major change such as a merger, leading to their disaffection and feeling of insecurity. The purpose of this paper is to explore how employee views of the merged organization differ by their pre‐merger...