The Relationship between Knowledge Workers and Innovative Behavior Based on Brand Identity

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.