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has been cited by the following article:

• TITLE: The Relationship between Knowledge Workers and Innovative Behavior Based on Brand Identity

  AUTHORS: Zhuolin Xiao, Zhensong Cai

  KEYWORDS: Brand Identity, Knowledge Worker, Innovative Behavior

  JOURNAL NAME: Open Journal of Business and Management, Vol.7 No.2, April 11, 2019

  ABSTRACT: Aim: The relationship between brand identity and innovative behavior of knowledge workers is studied taking the researchers in 81 enterprises as an example by using statistical research method. Methods: The questionnaires are made, theoretical basis and research hypothesis was done in these collected data, the results of descriptive statistics and correlation analysis of the variables are explained. Results: Brand identity is positively correlated with knowledge workers’ innovative behavior. Conclusion: Brand identity has a positive impact on the innovative behavior of knowledge workers. Human resource management policies of enterprises can carry out various human resource management practices from the perspective of shaping a good employment relationship, so as to obtain excess added value through brand building.