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Chosen Aspects of Co-creating an Employer’s Image by Employees as Prosumers

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Contemporary Challenges in Cooperation and Coopetition in the Age of Industry 4.0

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Abstract

The article had some research goals: identifying determinants of recommending an employer by employees; defining the hierarchy of these determinants; etc. To prepare the theoretical part, the method of cognitive-critical analysis of literature on marketing, management and HRM was used. To prepare the empirical part, the following research methods were used: a questionnaire (to gather primary data) and the methods of statistical analysis (correspondence analysis). The statistical analysis allowed to identify the dependences between several variables and recommending an employer and to arrange them hierarchically. The strongest determinants of recommending an employer turned out to be: emotional attitude toward the employer, identifying with the company, the way of treating subordinates by superiors. Other dependences were statistically important (apart from one) but their strength was weaker. The main value of this article is applied approach presenting employees as prosumers. This approach is quite new because so far only consumers were treated as the prosumers.

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Authors and Affiliations

  1. Lodz University of Technology, Lodz, Poland

    Agnieszka Izabela Baruk

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  1. Agnieszka Izabela Baruk
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Correspondence to Agnieszka Izabela Baruk .

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Editors and Affiliations

  1. Department of Management, Lodz University of Technology, Łódź, Poland

    Agnieszka Zakrzewska-Bielawska

  2. Department of Management, Lodz University of Technology, Łódź, Poland

    Iwona Staniec

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Baruk, A.I. (2020). Chosen Aspects of Co-creating an Employer’s Image by Employees as Prosumers. In: Zakrzewska-Bielawska, A., Staniec, I. (eds) Contemporary Challenges in Cooperation and Coopetition in the Age of Industry 4.0. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-30549-9_22

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