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Open AccessArticle

Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency

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Independent consultant, 07101 Vilnius, Lithuania
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School of Business, University of Iceland, 101 Reykjavik, Iceland
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Department of Multimedia Engineering, Kaunas University of Technology, 44249 Kaunas, Lithuania
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Department of Software Engineering, Kaunas University of Technology, 44249 Kaunas, Lithuania
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Author to whom correspondence should be addressed.
Sustainability 2018, 10(3), 695; https://doi.org/10.3390/su10030695
Received: 5 January 2018 / Revised: 22 February 2018 / Accepted: 27 February 2018 / Published: 5 March 2018
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
Brand awareness is important for a good market performance of a company. However, research on the contextual preconditions needed for the improvement of brand awareness is limited, particularly in specific service sectors such as employment agencies. We present the research results of the preconditions for the improvement of awareness (which is one of the dimensions of brand equity) in an employment agency. We also analyze the effects of the perceived trust of customers on the improvement of brand awareness in the employment sector. As a case study, we present an example of an employment agency in Lithuania. This research is particularly timely in the Lithuanian context, where high levels of emigration are having a considerable negative impact on companies and their major internal operations—human resource management, marketing, and strategic planning—challenging the aims of long-term socially sustainable development. This research paper has a high relevance for other high-emigration economies. View Full-Text
Keywords: service marketing; brand awareness; trust; labour research; consumers; sustainable employment; social sustainability; Lithuania service marketing; brand awareness; trust; labour research; consumers; sustainable employment; social sustainability; Lithuania
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Ročkutė, K.; Minelgaitė, I.; Zailskaitė-Jakštė, L.; Damaševičius, R. Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency. Sustainability 2018, 10, 695.

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