Showing papers on "Employer branding published in 2008"
TL;DR: In this paper, a typology of the characteristics of successful employer brands is presented based on the analysis of data gathered from industry experts, and a case is established for studying employer branding as a context distinct from consumer and corporate branding and conceptualising the employment experience of a firm as a product produced by the culture, policies and processes of the firm.
Abstract: Based on the analysis of data gathered from industry experts, a typology of the characteristics of successful employer brands is presented. Depth interviews were carried out with senior industry participants from the fields of internal marketing, human resources, communications, branding and recruitment. Transcripts were analysed using formal interpretive procedures. Member checking was undertaken to confirm interpretations. Analysis of the transcripts shows there are two key dimensions of success for an employer brand: attractiveness and accuracy. As with customer-centric brands, attractiveness is underpinned by awareness, differentiation and relevance. For employer brands, however, the accuracy with which the employer brand is portrayed is also critical to success. This emphasis on accuracy highlights the importance of consistency between the employer brand and employment experience, company culture and values. General implications for the strategic management of employer brands are presented as well as marketing and human resource management strategies for each of the four states of employer branding success in the typology. It is proposed that researchers and firms should assess employer brand success according to the typology, using commonly collected human resources metrics. More generally, a case is established for studying employer branding as a context distinct from consumer and corporate branding and conceptualising the employment experience of a firm as a product produced by the culture, policies and processes of the firm.
338 citations
TL;DR: In this paper, the authors explored the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective.
Abstract: The creation of a strong brand and the deliverance of perceived service quality are premised by employees' ability to deliver on customer expectations. No consideration has been given, however, to understanding the ‘added value’ encapsulated in an organisation's brand as a result of the operant resources (skills and knowledge) supplied by the organisation's human capital. This paper, therefore, explores the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective. In-depth interviews were conducted with employees across a range of service industries and the results provide an insight into the creation of employee brand commitment. Furthermore, this exploratory study provides a solid platform for future research in this area.
281 citations
TL;DR: In this paper, the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty is explored, with four outcomes chosen as relevant to the employer's brand.
Abstract: Purpose – The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as relevant to the employer brand.Design/methodology/approach – A multidimensional measure of corporate brand personality is used to measure employer brand associations in a survey of 854 commercial managers working in 17 organisations. Structural equation modelling is used to identify which dimensions influence the four outcomes. Models are built and tested using a calibration sample and tested on two validation samples, one equivalent to the calibration sample and another drawn from a single company.Findings – Satisfaction was predicted by agreeableness (supportive, trustworthy); affinity by a combination of agreeableness and (surprisingly) ruthlessness (aggressive, controlling); and perceived differentiation and loyalty by a combination of both enterprise (exciting, daring) and chic (stylish, prestigious). Competence (reliable...
245 citations
TL;DR: In this article, the authors explore the concept of tourism destination brand identity from the supply-side perspective, in contrast to those studies that have focused on the demand-driven, tourists' perceived tourist destination brand image.
Abstract: This paper explores the concept of tourism destination brand identity from the supply-side perspective, in contrast to those studies that have focused on the demand-driven, tourists' perceived tourism destination brand image. Both researchers and practitioners have concluded that an analysis of the branding concept from both the identity and perceived-image perspective is essential and should be intertwined, where appropriate. This study, however, argues that investigations of tourism destination branding have primarily been conducted from a perceived-image perspective. Therefore, the dearth of studies offering an insight into the supply-side perspective may lead to an unbalanced view, misunderstandings and oversights concerning the possibilities and limitations of tourism destination branding. It introduces a theoretical framework designed to analyse tourism destination identity, particularly for the case study of Slovenia.
200 citations
TL;DR: In this article, the authors provide a conceptual framework linking brand loyalty and brand associations in professional team sports based on Aaker's general conceptualisation of brand equity and Keller's model on consumer-based brand equity.
Abstract: This study provides a conceptual framework linking brand loyalty and brand associations in professional team sports. The study is primarily inspired from Gladden and Funk where they examined the link between brand associations and loyalty in professional sports in USA, without distinguishing between sports and clubs. Based on Aaker's general conceptualisation of brand equity and Keller's model on consumer-based brand equity, an integrative conceptual framework is developed for identifying various dimensions of brand associations that are predictive of brand loyalty in professional sports.
182 citations
TL;DR: In this article, the role of anti-brand websites and their importance in markets within a new conceptualisation of negative double Jeopardy (NDJ) is discussed, where the most valuable brands attract more anti-label sites while less valuable brands do not have such hate attraction on the Internet.
Abstract: This study discusses the role of anti-brand websites and their importance in markets within a new conceptualisation—Negative Double Jeopardy (NDJ): ‘the most valuable brands attract more anti-brand sites while less valuable brands do not have such hate attraction on the Internet’. In this context, the forms and reasons of anti-brand sites are investigated in light of this newly proposed NDJ phenomenon. NDJ components are identified as ‘Brand Rank’ and ‘Brand Consistency’. Typology of anti-brand sites with regard to NDJ is also studied and finally managerial implications are addressed.
124 citations
TL;DR: In this article, a conceptual framework is developed and evaluated in a quantitative, empirical research design, and the results demonstrate that corporate brand image is indeed determined by the industry image and that this determination is moderated by involvement and knowledge about the specific corporation.
Abstract: Marketing science has so far devoted very limited attention to the determination of corporate brand images through industry images. Our research, therefore, addresses the question whether industry images determine corporate images and if so, which variables moderate the effect. To accomplish this, a conceptual framework is developed and evaluated in a quantitative, empirical research design. The results demonstrate that corporate brand image is indeed determined by the industry image, and that this determination is moderated by involvement and knowledge about the specific corporation.
105 citations
TL;DR: In this article, the authors empirically tested the effect of two brand trust dimensions, brand reliability and brand intentions, on consumers' spending in individual brands and found that much of the effect was from brand intention and confirmed customer satisfaction was an antecedent to brand trust.
Abstract: This study empirically tested the effect of two brand trust dimensions, brand reliability and brand intentions, on consumers' spending in individual brands. The findings reveal much of the effect was from brand intention and confirmed customer satisfaction was an antecedent to brand trust. In addition, the findings show that brand trust effect could be significantly moderated by monetary sales promotions in a way that brand reliability would play no role if the consumer's buying behaviour was strongly affected by monetary sales promotions. Managerial implications of the trade-off between the investment in sales promotions and the investment in enhancing customers' trust in a brand are also discussed.
94 citations
TL;DR: In this article, the authors investigated the corporate brand image of a book retailer that sells exclusively online and found that the corporate image can also have a direct positive relationship with consumer loyalty.
Abstract: The personification approach (eg customers view company name as a person) has been commonly used to understand corporate brand image. Studies in the past using this approach were conducted, however, in the ‘bricks and mortar’ environment. Since the virtual environment differs from that of bricks and mortar, particularly in the absence of buildings and people, recent literatures question whether existing measures are still applicable in this context. The present study thus uses this approach to understand the corporate brand image in a strictly online setting. The research enquiry seeks to address explicitly whether a company that exists only in a virtual environment could indeed be seen as a person. The research investigates the corporate brand image of a book retailer that sells exclusively online. The research is informed by 511 responses from experienced customers of the bookstore. Confirmatory factor analysis was used to identify the brand images. The findings show that while the ‘Informality’ dimension has been commonly found as a weak factor in an offline context in the past, it has been indicated as a strong dimension in the present research setting. Furthermore, the previous research has consistently shown that the corporate brand image in a bricks and mortar environment is more likely to relate to consumer behaviour (loyalty) via consumer satisfaction. Interestingly, the present research discovers that corporate brand image can also have a direct positive relationship with consumer loyalty. The implications to brand image are discussed.
91 citations
TL;DR: In this article, the authors used a panel data framework comprising the leading 50 US companies between 2000 and 2005 to establish the nexus between brand value and various measures of firm performance, and also utilise the price and returns model to show that brand value could provide some value-added information for future share price predictions.
Abstract: Establishing a link between brand value and firm performance is important because (1) like other forms of investment, expenditure on building brand value has to improve shareholder value; (2) it provides marketers with the necessary justification that brand investments have the required pay-off; (3) it allows for brand equity to be included in the balance sheet. Previous research has provided evidence to support a positive relationship between the two variables, but they tend to be based on individual-level data. Studies that are based on secondary and/or third-party information are not rigorous in their methodology. In this paper, we use a panel data framework comprising the leading 50 US companies between 2000 and 2005 to establish the nexus between brand value and various measures of firm performance. We also utilise the price and returns model to show that brand value could provide some value-added information for future share price predictions.
67 citations
TL;DR: In this paper, a conceptual framework is proposed to manage the integration of brand-culture with the culture of the country of operation, which is applicable regardless of the type of product or service provided.
Abstract: Globe has become a small village from the point of view of communication and market access, but till today country-specific culture plays a deciding role behind the success of any marketer. To ignore country-specific culture and to move on the assumption of presence of global culture may well offer a bumpy road to a brand marketer. A close match between country-culture and brand-culture adds significantly to effectiveness of strategy execution. Marketers face a tough time to integrate brand-culture in different countries of operation. This paper has offered a conceptual framework to manage the integration of brand-culture with the culture of the country of operation. A matrix framework is proposed for position identification and possible branding strategies, which is applicable regardless of the type of product or service provided and country of operation.
TL;DR: The authors argued that we need to evolve from the industrial age paradigm of branding that informed brand management for decades and adjust practice and research accordingly, and argued that it is time to escape from the continued confines of industrial age branding and the "influencing" mindset and embrace the age of openness and co-creation.
Abstract: The paper aims to inform readers of the themes that emerged at the 2007 Thought Leaders International Conference on Brand Management and challenges academics and practitioners to rethink the basics of branding. The paper encourages academics and practitioners to escape from the continued confines of industrial age branding and the ‘influencing’ mindset and embrace the age of openness and co-creation. It is argued that we need to evolve from the industrial age paradigm of branding that informed brand management for decades and adjust practice and research accordingly.
TL;DR: The authors examined whether these three established generalisations hold in quite a different market to those considered previously, the market for beer in Australia, and found that Australian beer drinkers do buy from repertoires of brands, that the brands do exhibit the classic double jeopardy pattern in loyalty and that duplication of purchase law also holds in this market.
Abstract: In recent years, there have been calls for more emphasis on empirical generalisations in marketing. An empirical generalisation is a ‘pattern or regularity that repeats over different circumstances’.
1
Empirical generalisations are important for marketers. They provide a fact base from which to work, and are distinguished from mere opinions—even very learned or considered opinions. Three empirical generalisations to be discussed in this paper originated from the work of Ehrenberg and his colleagues. They are (1) repertoire buying, (2) the ‘double jeopardy’ phenomenon and (3) the duplication of purchase law. While many studies have demonstrated these generalisations, more evidence from other markets and conditions would be useful. Indeed, marketing textbooks typically do not discuss these findings, which limits the chance that practitioners become aware of them. This study examines whether these three established generalisations hold in quite a different market to those considered previously—the market for beer in Australia. Local market wisdom and other published research casts doubt over their applicability to this market. Therefore this study can either identify an exception to these generalisations, or find that they do apply where arguably they would not be expected to apply. The study finds that Australian beer drinkers do buy from repertoires of brands, that the brands do exhibit the classic double jeopardy pattern in loyalty, and that the duplication of purchase law also holds in this market. Therefore Ehrenberg's findings hold in another new context, one in which they were not necessarily expected to. The implications from these findings are that marketers should not expect many of their buyers to be very loyal, rather they should view them as people who occasionally buy their brand among a portfolio of other competing brands. Secondly, marketers should recognise that brand loyalty metrics are largely dictated by market share levels, and that somewhat lower levels of loyalty to smaller brands are to be expected. Thirdly, marketers should view their competition more widely and not focus too much on any one specific competitor brand. Rather, brands usually compete with all other brands in the market approximately in-line with the size of those other brands. This is to be expected unless there are marked functional differences between the competing brands.
TL;DR: In this article, the authors synthesize three laws that govern the probability that a brand enters our awareness as a positive candidate for choice, and show that brands that have been built in accordance with these laws have a higher probability of being chosen than brands in the same category that have not.
Abstract: Commercial brands strive to be chosen by customers, and branding as an activity is aimed at increasing the likelihood that they are. Almost all customer choices are at least partially memory-based. This paper begins with the assumption that as neuroscience is a ‘hard’ science studying memory as a highly regular subject matter, it should be possible to deduce several laws from it for the ‘soft’ field of branding. Based on primary, empirical research in neuroscience, the author synthesises three laws that govern the probability that a brand enters our awareness as a positive candidate for choice. Brands that have been built in accordance with these laws have a higher probability of being chosen than brands in the same category that have not.
TL;DR: In this article, the authors discuss the need to develop a strong brand as part of its business strategy, but it is unclear how corporate brands can be effectively developed, and the aim of their work is to find the best way to do so.
Abstract: There is consensus that every organisation needs to develop a strong brand as part of its business strategy. It is, however, unclear how corporate brands can be effectively developed. The aim of th ...
TL;DR: In this paper, a web survey conducted with 4 × 500 Swedish consumers showed that although the domestic brands are dominating in terms of presence (as expected), there is no support that domestic brands generally are more liked or preferred than international brands.
Abstract: In a very dynamic industry such as the retail industry, it is important to get an overall view of differences in brand strength between international vs domestic brands, store brands vs manufacturer brands and single-category vs extended multi-category brands We propose that a fruitful approach to obtain a nuanced comparison of brand strength at a general level, across categories and brand strategies, is to combine the measures brand preference and brand liking By doing so, three different types of brand strength emerge The results, based on a web survey conducted with 4 × 500 Swedish consumers, show that although the domestic brands are dominating in terms of presence (as expected), there is no support that domestic brands generally are more liked or preferred than international brands Moreover, the analysis shows that manufacturer brands out-perform store brands in terms of preference, and that single-category brands appear to be stronger than multi-category brands
Journal Article•
TL;DR: In this paper, the authors examined research literature on employer branding and person-organization fit, and investigated the process of developing effective employer brand intervention through a case study, and found the need for a strong HR and communication strategy for effective employer branding intervention.
Abstract: For an effective talent management strategy there is the need to build an employer branding intervention. The current study examines research literature on employer branding and person-organization fit. The study investigates the process of developing effective employer brand intervention through a case study. The qualitative study found the needfor a strong HR and communication strategy for effective employer branding intervention. For the construct of person organization fit, there was little data found in the case study. The paper contributes to the sparse literature in India on employer branding interventions and HR plus a communication strategy to build employer branding within an organization. Theoretical and practical implications are presented in the study.
TL;DR: In this paper, the authors study the previously neglected issue of which management practices of corporate branding the managers of B2B companies are actually motivated to adopt and what goals related to customers and other stakeholders are considered to serve.
Abstract: The purpose of this paper is to study the previously neglected issue of which management practices of corporate branding the managers of B2B companies are actually motivated to adopt and what goals related to customers, on the one hand, and to other stakeholders, on the other, those practices are considered to serve. The study approach is data-driven, with a large Finland-based, globally operating pulp and paper corporation as the case company. As the main source of data, the authors use interviews of the case company's managers. The findings suggest that the managers became motivated to adopt various management practices of corporate branding, related to (1) managing the brand hierarchy of the brand portfolio, (2) having corporate name dominance in association to product brands, mills, sales offices, etc and (3) defining and communicating aspirational corporate brand image values. The management goals behind adopting these corporate branding practices were related not only to customers but also to investors and investment analysts, potential employees, and own employees and managers. The study improves B2B managers’ understanding about what kind of management practices corporate branding may involve and what kind of goals those practices can be considered to serve.
TL;DR: Choi et al. as discussed by the authors developed a conceptual framework of brand personality and its scales on the basis of consumers' perception, focusing on understanding the symbolic messages of brands within a specific category (men's apparel category) in South Korea.
Abstract: Brand personality plays a cardinal role in understanding the symbolic attributes of a brand There, however, exists a conceptual discrepancy of brand personality between academics and practice The prevailing theoretical framework of brand personality cannot explain comprehensively the important, empirically developed functions of the concept, such as the function of differentiating brands within the same product category In order to bridge the gap, the present study aims at constructing a conceptual ground of brand personality that can explain its practical developments in marketing circles For this purpose, this study develops a conceptual framework of brand personality and its scales on the basis of consumers’ perception, focusing on understanding the symbolic messages of brands within a specific category (men’s apparel category in South Korea): within-category brand personality based on consumers’ perception (herein WCBP-CP) Taking into great consideration the role of ‘context’ in the specific category, a conceptual framework and a set of scales of WCBP-CP are developed with five structural components as well as six meaning dimensions, according to qualitative and quantitative analysis on data from a total of 648 subjects with 44 men's apparel brands in South Korea Our results show that this WCBP-CP framework is able to explain brand differentiation within a category Theoretical as well as managerial implications about brand management in terms of symbolic attributions of brands are also discussed with the findings
TL;DR: In this paper, the authors examine the interplay between trademark law and marketing strategy in selecting a brand name and present several strategies for limiting the ability of rivals to select and use other brand names.
Abstract: Part one of this article examines the interplay between trademark law and marketing strategy in selecting a brand name. Part two presents several strategies for limiting the ability of rivals to select and use other brand names.
TL;DR: In this paper, the authors present an empirical study conducted through the analyses of three Nordic brands, BoConcept, H&M and Ikea, following a design-oriented concept/scheme of analyses.
Abstract: The author presents an empirical study conducted through the analyses of three Nordic brands, BoConcept, H&M and Ikea, following a design-oriented concept/scheme of analyses. The concepts of brand image and brand identity are shown relevant to the analyses and intimately connected to the country image as a key asset to the brand itself. The paper aims to show that Nordic brands are differentiating themselves from competitors in a globalised market opting for design-shaped goods and for the promotion of Nordic heritage through communication. This study adds new insights to the brand management literature, focusing on brands that have a high level of knowledge in the market.
TL;DR: In this article, the potential for negative word of mouth and empirically investigates the inclination of current customers to criticise a brand extension are identified and highlights the importance of anger for brand management.
Abstract: The opinions of current customers are important when introducing new products through brand extension. This paper deals with the potential for negative word of mouth and empirically investigates the inclination of current customers to criticise a brand extension. The study identifies antecedents to this inclination and highlights the importance of anger. Implications for brand management are offered and encourage broad analysis of extension initiatives that could become targets of negative word of mouth.
TL;DR: In this article, the intersection of business strategy and proactive, self-reflective corporate branding in the Danish pharmaceutical company Novo Nordisk is discussed, with the focus on the US market.
Abstract: In this paper, we discuss the intersection of business strategy and proactive, self-reflective corporate branding in the Danish pharmaceutical company Novo Nordisk. With headquarters in Denmark, Novo Nordisk has 23,600 employees in 79 countries. The company has a leading market position in Europe, key segments in the United States, and strong positions in Asia. Still, the highly, even hyper-competitive, US market remains crucial even for a smaller, more specialised company like Novo Nordisk. American pharmaceuticals are now polling at all time lows in terms of public trust (if we leave out for the moment the exceptional example of Johnson & Johnson (JJ corporate branding is cross-functional; corporate branding may be mandated by top management, yet to succeed, executives at the top of a global brand must remain open to creative ideas from global subsidiaries; investment in a brand should be seen as a long-term strategy.
TL;DR: Brand extension has been recognized as a strategic asset by most companies as mentioned in this paper and is considered as a leverage of sustainable competitive advantage in business-to-business (B2B) environments.
Abstract: Brand extension has been recognised as a strategic asset by most companies. Since the original study of Aaker and Keller,1 research on brand extensions has mostly focused on what causes an extension’s success.2,3 Analogous to consumer marketing, branding is considered as a leverage of sustainable competitive advantage in business-to-business (B2B) environments.4,5 In addition to consumer-based brands such as Coca Cola, Nokia and Nike, industrial brands such as Intel, AMD and GE are considered on the top brands as well.6 The inherent attractiveness of an industrial brand allows the customer—manufacturer or the customer— artisan to acutely identify and select a supplier brand, especially where repeat purchase decisions rely heavily on past performance.7
01 Jan 2008
TL;DR: Lee et al. as mentioned in this paper proposed an architecture for a next-generation holistic e-recruiting system based on an extensive review of marketing, recruiting and IS literature, which includes employer branding as a new important construct and sub process.
Abstract: In Lee proposed an architecture for a next-generation holistic e-recruiting system. Based on an extensive review of marketing, recruiting and IS literature we propose to extend the framework by adding employer branding as a new important construct and sub process. It is shown how employer branding has to be integrated into the existing architecture to develop and implement an effective employer branding strategy. The results are a first step towards an architecture for a holistic e-HR management system.
TL;DR: In this paper, a Danish furniture manufacturer, Montana A/S, demonstrates that if correctly implemented, corporate branding really does work, and can be achieved within a limited marketing budget, and this case is applicable to many businesses worldwide.
Abstract: Business and academic literature frequently focuses on large companies and well-known brands. However, most businesses are actually small- and medium-sized enterprises (SMEs) that do not have the marketing budgets available to global giants such as Coca-Cola, NIKE or McDonald's. There is a need for owners and managers of SMEs to build strong brands that compete locally and globally, in both the short and long term. SME owners and managers could benefit enormously from a clear set of guidelines to help them develop a competitive brand and market position within their budgetary constraints. This paper demonstrates that, if correctly implemented, corporate branding really does work, and can be achieved within a limited marketing budget. This approach requires managers and owners to start thinking of branding as a long-term process that needs consistent, continuous communication to succeed. In this paper, we cite the example of a Danish furniture manufacturer, Montana A/S, but we strongly believe this case is applicable to many businesses worldwide.
26 Nov 2008
TL;DR: In this article, a three-stage process and content theory is developed to discuss the design, employee evaluation and outcomes of employer brands, and the key contextual influences on these stages.
Abstract: Despite the interest shown in employer branding by organizations, there has
been little research by HR academics into the underlying theory, what it actually
means in practice and the effectiveness of employer branding (Edwards, 2005,
2008; Martin, 2007). So in this chapter we build on our earlier attempts to shedsome light on these issues (see, for example, Martin & Hetrick, 2006, forthcoming) by bringing together literature from HRM, marketing and organizational
communications to show how employer branding might work in theory and practice. This theory also has some normative value for practitioners by defining the
core variables and links between them in the employer branding process. We do
so, first, by developing a three-stage process and content theory (Langley, 1999)
of how things happen in employer branding to discuss the design, employee
evaluation and outcomes of employer brands, and the key contextual influences
on these stages. Second, we briefly set out some of the available evidence on
employer branding to address the questions: does it work in practice and can it
work in different contexts? To anticipate our conclusions:1. Our model highlights the complex interactions among culture (organizational and national), strategic choices and identity as key drivers of employer
brand images and the hoped for outcomes of employer branding.
TL;DR: In this article, the influence of design attributes on the importance of brand information in the product evaluation process by consumers was investigated, and it was shown that the presence of a predictive design attribute can lead to a reduction in the influence on quality judgments.
Abstract: This study investigates the influence of design attributes on the importance of brand information in the product evaluation process by consumers. We examine how providing evaluation criteria of design influences consumers’ product evaluation concerning quality and brand equity. The results show that the presence of a predictive design attribute can lead to a reduction in the influence of brand names on quality judgments. The locus of equity shifts from the brand attribute to the design attribute. In addition, when evaluative criteria are provided, the effect of design attributes further reduces the effect of branding on product evaluation. The results are of significant importance and relevance to branding strategies designed to counteract leading market brands. Providing information regarding product design in an effective manner causes consumers to shift their attention from branding to the design, which effectively reduces the marketing advantage of strong brands.