The Dynamic of Value Co-Creation and its interrelationship with employer branding: a study on the hotel industry in Oman

Abstract

The paper aims to assess the value co-creation associated with employer branding in corporate citizenship context in the hotel industry for internal stakeholders within the corporate. A qualitative interview (semi-structured) method was conducted during a six-month period of fieldwork conducted in three Hotels in Oman to obtain stronger findings. This paper analyses and explains the dynamics of value co-creation and examines the interrelationship with CC and employer branding. In doing so this paper elaborates on the factors that constitute the value co-creation and how and to what extent the co-creation of value influences employer branding.