Abstract: This study investigated the role of HRM planning as a part of HRM that is one of the support activities in Porter's value chain on the effects of brand elements on brand equity among public listed companies in Jordan. Despite the significant development in branding globally and its role in increasing the equity of the companies. The main aim of the research was to answer a number of questions: Is there an effect of brand elements: names, Logos, Slogans and Signage / Packaging on brand equity? Is there a mediating role of HRM Planning on the effects of brand elements on brand equity? A quantitative approach was adopted in this research. A questionnaire was developed and administered for collecting data from the sample. 153 questionnaires were distributed using cluster sampling method to the marketing officers of the public listed companies that appeared in the sample, (148) retrieved and (146) were accepted for analysis. Data analysis took place to examine the study variables and test hypothesis using (SPSS). After conducting data analysis and hypotheses, the study found that brand elements have effects on brand equity with a mediating role of HRM planning on these effects. Based on the findings it is recommended that Jordanian public listed companies pay more attention to branding and brand elements due to the positive influence that they have on brand equity. It also recommended paying more attention to HRM Practices due to the positive influence on the effect of brand elements on brand equity.
Keywords: branding, brand elements, brand equity, HRM planning, Jordan.
Title: THE MEDIATING ROLE OF HRM PLANNING ON THE EFFECTS OF BRAND ELEMENTS ON BRAND EQUITY AMONG PUBLIC LISTED COMPANIES IN JORDAN
Author: Muath Subbah, Prof.Datuk Dr. Ismail Rejab
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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