With the growing consumer awareness and market competition, the ‘trust factor' has garnered a lot of significance in business parlance. Trust is the belief that a consumer has in a purchase situation towards a company that it will deliver goods and services on a par with quality that the...

Purpose – The paper seeks to explore the role of the role of employer branding on both the existing and prospective employees. Design/methodology/approach – The methodology used for the paper is literature review as the paper proposes a conceptual model of employer branding. Findings –...