Identification and analysis of employee branding typology using fuzzy c-means clustering

@article{Natarajan2017IdentificationAA,
  title={Identification and analysis of employee branding typology using fuzzy c-means clustering},
  author={T. Natarajan and Sridevi Periaiya and Senthil Arasu Balasubramaniam and T. Srinivasan},
  journal={Benchmarking: An International Journal},
  year={2017},
  volume={24},
  pages={1253-1268}
}
Purpose The purpose of this paper is to identify and analyse the typology of employee branding in an airline company using fuzzy c-means (FCM) clustering to improve the quality of employee brand (EB). Design/methodology/approach Data were collected from employees of Air India, Chennai division, using a questionnaire and analysed using FCM to find the optimum cluster number. The nature of each cluster was analysed to know its type. Findings The… Expand
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