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Employer branding and customer brand equity in the Jerónimo Martins group
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In the pastdecade, Employer Branding has become increasingly important and companies strive to capture Centennials’ attention both as employees and consumers. The purpose of this Work Project is to study the relationship between Employer Branding and Customer Brand Equity in the Jerónimo Martins Group. Through an online questionnaire that measures Employer Branding and Customer Brand Equity perceptions it was shown that the former impacts the latter and that age works as a moderation variable. The findings also indicate that Millennials who were born in transition years (1988-1994) have a morenegativeperception about Jerónimo Martins as an employer.
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Centennials Employer branding Customer brand equity