The Influence of Employer Brand Asset and Herzberg’s Two-Factor on Job Satisfaction, Employee Engagement and Employee-based Brand Equity:

The Case of Myanmar Millennial Employees Investment in the Online Financial Markets

Abstract

This study examined the influence of employer brand asset and Herzberg’s two-factor model on job satisfaction, employee engagement, and employee-based brand equity from the 452 convenient respondents who are Millennial workers of international livestock company in Myanmar. The results revealed that employer brand asset positively impacts on job satisfaction and work itself and working conditions from Herzberg’s two-factor model have high influence on job satisfaction. Employee engagement is driven by job satisfaction and has positive impact on three dimensions of employee-based brand equity (brand endorsement, brand consistent behavior, and brand allegiance). These findings could be applied to the development of Herzberg two-factor related activities and promoting employer brand asset to engage Millennial employees with the company and to spread positive word of mouth on organizational brand equity.