The Impact of Employer Brand on Consumer Purchase Behavior

Based on a total of 202 valid samples, the study explores how the employer brand influences internal and external consumers' purchasing behavior by using SPSS 17.0. The results show that repeated purchase, recommended purchase and purchase intent are positively related to employer brand for external consumers, while for internal consumers, the employer brand only has significant effect on recommended purchase and purchase intent. In marketing practice, we can improve employer brand image to increase long-term brand equity, so as to capture customers' mind share by performing and communicating company social responsibility, improving payment, and cultivating business culture.