Brett Minchington

Bio: Brett Minchington is an academic researcher. The author has contributed to research in topics: Brand equity & Employer branding. The author has an hindex of 1, co-authored 1 publications receiving 5 citations.

Build employer brand equity : international waters - employer branding

Abstract: A company has one brand and the art and science of employer branding provides a focus for the role of the 'employee' in building brand equity. In addressing the challenge of measuring the ROI of your employer brand strategy, your approach can be informed by previous research in marketing, specifically in the area of brand image and brand equity.

Towards sustainable organization: integrative conceptual model for employer branding

Abstract: Despite the great popularity of employer branding among practitioners, research in the field still poses a number of critical questions and issues for management scholars. Given an implicit but undeveloped employer branding theory and its conceptual ambiguity, this paper reviews terminology of the phenomenon, clarifying the essence of employer branding from both marketing and management perspectives. Employer branding process is investigated through comparative analysis of available employer branding frameworks and, overcoming their limitations, an integrative conceptual employer branding model is developed and an analytical three-step process for employer brand development is suggested as a means towards sustainable organization.

Методичні аспекти розвитку бренду компанії-роботодавця на прикладі дп «мелексіс-україна»

Abstract: Метою статті є розробка методичного інструментарію для розвитку бренду компанії-роботодавця на основі вирішення задачі багатокритеріального аналізу та формулювання на цій основі рекомендацій щодо вибору брендбілдингового агентства та напрямків співпраці з ним. Бренд роботодавця – це сукупність ідей, образів, цінностей та уявлень, які диференціюють компанію як роботодавця серед інших організацій та забезпечують її конкурентоспроможність в очах потенційних та діючих співробітників, комплекс характеристик компанії, пропонованих нею матеріальних та нематеріальних переваг, які здатні приваблювати, залучати, мотивувати та утримувати персонал в межах організації із метою сприяння досягненню ключових показників ефективності організації у довгостроковому періоді. В статті описана та продемонстрована процедура прийняття рішення щодо вибору брендбілдингового агентства з використанням методів TOPSIS (найбільш наближеного до ідеального рішення) та SMART (розстановки пріоритетів). Розроблені заходи із розвитку бренду роботодавця ДП «Мелексіс-Україна».

The Value of Consumer Goods Brands in Industrial Markets

Abstract: Little facts are known about the value of consumer goods brands in the industrial market. Theories have tried explaining the value associated with the of consumer brand equity. The research paper is aimed at exploring whether the consumer goods brands have more equity that the exclusively professional brands. The experiment is tested among 211 sample respondents in the industrial market in Egypt. The study will evaluate the diverse consumers’ opinion on the topic of research. The report also provides the methodology of the data collection and the analysis. An evaluation will be given to show the reliability of the method chosen for data collection. A brief literature review will be associated with the research to give the guideline and boundaries of the research. The results for the synthesized data will be carefully stated into detailed perspective. This will allow readers to comprehend effectively the content of the research. Lastly, a conclusion will be given on the same to show the overall stand of the research findings and how they are of importance to learners.

The Impact of Employer Brand Equity Elements on Consumer Attitude to Service Brand

Abstract: Increasing competition means that organisations are looking for new ways to ensure the equity of their brands, and due to the specifics of services, employees are undoubtedly one of the most important links in service brand equity creation, therefore consumer knowledge of employer brand and its equity elements can contribute to the perception towards it, change it and influence behavioural intentions. According to the theory of reasoned behaviour, attitude is an important determinant of behaviour, so the purpose of this article is to assess how elements of an employer’s brand equity influence attitude toward a service brand. After the exploratory factor analysis, 3 main elements of the employer’s brand equity were identified. An analysis of the empirical study also found that the employer brand image has the strongest effect on attitudes towards a service brand, while the effect of employer brand awareness and reputation has a weaker effect.