Organizational Brand Resonance for Job Satisfaction of the Employees

Abstract

This paper puts forth the possible importance and implications of utilising the theory of brand resonance in organisational context and its possible positive impacts on job satisfaction of the employees. Because employee, who resonate with its organisation is more likely to be satisfied in his/her job. By optimising its organisational brand resonance an organisation will also be able to reap the benefits of interactive marketing, in other words its call enabling the promise. Therefor building strong organisational brand resonance will not only be helpful to achieve high job satisfaction among employees but it will also help in enabling the promises the organisation stands for. This paper contributes in the area of brand resonance applied to organisational setting and provides insights on possible positive association between organisational brand resonance and job satisfaction of the employees.