Topic
Employer branding
About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.
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2,271 citations
TL;DR: The authors examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists, and assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.
Abstract: This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.
1,659 citations
TL;DR: In this paper, a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands is discussed, along with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policymaker and consumer.
Abstract: What distinguishes high-luxury brands from those that are low on luxury? This chapter discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands. The development of a scale for the measurement of the dimensions of brand luxury is then described. The chapter concludes with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policy-maker and consumer
1,329 citations
TL;DR: The reputation quotient (RQ) as mentioned in this paper is a new measure of corporate reputation, which was proposed to measure corporate reputations and establish its empirical validity and reliability through focus groups and pilot studies.
Abstract: Measures of corporate reputation currently in widespread use suffer from fundamental methodological and conceptual weaknesses. This paper begins with a brief overview of the reputation construct and its expected dimensionality. It then examines some of the major indices in use and documents their principal weaknesses. A new instrument is proposed — ‘the reputation quotientSM (RQ) — to measure corporate reputations and establish its empirical validity and reliability through focus groups and pilot studies. It concludes that the reputation quotient is a robust measure of corporate reputations that considerably improves the state of the art in reputation measurement.
1,210 citations
TL;DR: In this article, the authors present a framework to initiate the scholarly study of employer branding, combining a resource-based view with brand equity theory, a framework is used to develop testable propositions.
Abstract: Employer branding represents a firm's efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers. Given this managerial interest, this article presents a framework to initiate the scholarly study of employer branding. Combining a resource‐based view with brand equity theory, a framework is used to develop testable propositions. The article discusses the relationship between employer branding and organizational career management. Finally, it outlines research issues that need to be addressed to develop employer branding as a useful organizing framework for strategic human resource management.
1,072 citations