Research on brand personality and brand equity has gained importance in recent years with an increase in related publications. Most studies treat brand personality and brand equity as two separate constructs in spite of their close interrelationship. An analysis of relevant literature reveals...

Employers have recognized the relevance of employer branding in attracting, engaging and retaining talent. Previous research has suggested that employer branding is helpful in creating a better image of an organization in the minds of the existing or target employees. This study identifies the...