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.