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Showing papers on "Employer branding published in 2011"


Journal ArticleDOI
TL;DR: In this paper, a survey-based quantitative approach is used to test the hypotheses based on the proposed theoretical model that delineates the relationships between brand experience, affective commitment and brand loyalty.
Abstract: The purpose of this article is to study the direct and indirect relationship between brand experience and brand loyalty. The authors propose that the relationship is mediated by affective commitment. A survey-based quantitative approach is used to test the hypotheses based on the proposed theoretical model that delineates the relationships between brand experience, affective commitment and brand loyalty. The data were collected using traditional pen and paper as well as online surveys and were analysed using Structural Equations Modelling. The analysis suggests that affective commitment mediates the relationship between brand experience and brand loyalty for all three product categories that were studied (cars, laptops and sneakers). The article extends the understanding of the brand experience construct by studying its influence on brand loyalty and also by incorporating affective commitment as a mediating variable. In our sample, the findings support the fact that developing brand experience influences customer loyalty only through affective commitment.

442 citations


Journal ArticleDOI
TL;DR: In this article, the authors argue that the potential effects of employer branding have yet to be fully understood because current theory and practice have failed to connect this internal application of marketing and branding to the key reputational and innovation agendas of multinational enterprises.
Abstract: Employer branding is becoming an increasingly important topic for research and practice in multinational enterprises (MNEs) because it plays directly into their corporate reputation, talent management and employee engagement agendas. In this paper, we argue that the potential effects of employer branding have yet to be fully understood because current theory and practice have failed to connect this internal application of marketing and branding to the key reputational and innovation agendas of MNEs, both of which are at the heart of another strategic agenda – effective corporate governance. However, these agendas are characterised by ‘wicked problems’ in MNEs, which have their origins in competing logics in strategic human resource management (SHRM). These problems need to be articulated and understood before they can be addressed. This paper proceeds by (1) setting out a definition and model of employer branding and how it potentially articulates with corporate governance, innovation and organisational r...

176 citations


Journal ArticleDOI
TL;DR: In this paper, the authors look at how social networks such as Facebook and Twitter can impact on branding, and how these new media can be used to improve the performance of brand advertising.
Abstract: The author, who has worked on the Internet since 1990, and used social networks such as Facebook and Twitter soon after their inception, looks at how these new media can impact on branding.

162 citations


Journal ArticleDOI
TL;DR: In this paper, the authors discuss the strategic potentials of merging corporate branding processes, strategic HRM and corporate social responsibility into a theoretical framework for reconceptualising employer branding as co-created processes and sustainable employer-employee relationships.
Abstract: Purpose – The purpose of this paper is to reconceptualise employer branding in sustainable organizations at the intersection of branding, strategic human resource management (HRM) and corporate social responsibility (CSR).Design/methodology/approach – Based on an outline of current conceptualisations of employer branding, the paper discusses the strategic potentials of merging corporate branding processes, strategic HRM and CSR into a theoretical framework for reconceptualising employer branding as co‐created processes and sustainable employer‐employee relationships.Findings – When organizations adapt strategies for sustainable development (including CSR), it affects how to approach stakeholder relations and organizational processes, including the employee‐employer relationship and employer branding processes. However, current employer branding conceptualisations do not comply with such changed corporate conditions. The suggested framework reconceptualises employer branding as an integrated part of a CSR ...

160 citations


Journal ArticleDOI
TL;DR: In this paper, the authors present a theoretical framework for the purpose of identifying the underlying dimensions of brand orientation from a holistic perspective, based on which they have performed a study on Sweden's 500 largest companies, aimed at analysing how brand oriented these companies are and how that degree of orientation influences their financial performance.
Abstract: This research responds to the need for an increased understanding of brand orientation and its impact on financial performance. Since brand orientation is often perceived as a somewhat elusive concept we here present a theoretical framework for the purpose of identifying the underlying dimensions of brand orientation from a holistic perspective. Based on this framework we have performed a study on Sweden's 500 largest companies, aimed at analysing how brand oriented these companies are and how that degree of brand orientation influences their financial performance. In our analysis we have identified eight dimensions that can be seen as the anatomy of brand orientation. The analysis also provides empirical evidence of a significant positive relationship between brand orientation and profitability, showing that the most brand-oriented companies in this study have almost double the profitability of the least brand-oriented companies.

152 citations


Journal ArticleDOI
TL;DR: The authors investigate how and whether the effectiveness of branding activity in the higher education sector should be evaluated and measured, through exploratory interviews with those who often drive it: UK University marketing professionals.
Abstract: Although branding is now widespread among UK universities, the application of branding principles in the higher education sector is comparatively recent and may be controversial for internal audiences who question its suitability and efficiency. This article seeks to investigate how and whether the effectiveness of branding activity in the higher education sector should be evaluated and measured, through exploratory interviews with those who often drive it: UK University marketing professionals. Conclusions suggest that university branding is inherently complex, and therefore application of commercial approaches may be over-simplistic. While marketing professionals discuss challenges, they do not necessarily have a consistent view of the objectives of branding activity although all were able to clearly articulate branding objectives for their university, including both qualitative and, to some extent, quantitative metrics. Some measures of the real value of branding activity are therefore suggested, but a key debate is perhaps whether the objectives and role of branding in higher education need to be clarified, and a more consistent view of appropriate metrics reached? Various challenges in implementing branding approaches are also highlighted.

119 citations


Journal ArticleDOI
TL;DR: In this paper, the authors examined the effect of social identification with certain green consumer groups on brand knowledge, brand attitude and buying behavior and found that people who are aware of their social identity concerning environmentally friendly consumer groups also seem to feel more attached to consumers who buy organic food products.
Abstract: Green consumerism and the role of eco-marketing have become increasingly important for increasing the market share of sustainable (non-) food products. The current study examines the effect of social identification with certain green consumer groups on brand knowledge, brand attitude and buying behavior. An online panel study was conducted among a representative sample of the German population (N=961). For brand knowledge and brand attitude, we presented five well-known organic brands in the German market to the respondents. To test the hypothesized model, we used structural equation analysis in SPSS Amos 16.0. Several competing path models were tested. One of the main conclusions of the current study is that people who are aware of their social identity concerning environmentally friendly consumer groups also seem to feel more attached to consumers who buy organic food products. In addition, brand knowledge and brand attitudes concerning specific organic brands have an effect on buying behaviors for organic food products. Moreover, the influence of brand knowledge on buying behavior seems to be mediated by brand attitude. The results of the current study can be used to develop more effective branding strategies in eco-marketing. Aside from classical strategies, marketers could use social identity theory to create future market strategies with regard to green consumerism.

118 citations


Journal ArticleDOI
David Gertner1
TL;DR: This paper conducted a meta-analysis of nearly two decades of research on "place marketing" and "place branding" and found that the multiplicity of subject matters covered in the literature, combined with the relentless use of case studies and other qualitative methods, hindered the use of appropriate metaanalysis statistical tools.
Abstract: Communities, cities, states, nations and regions have progressively applied more marketing and branding concepts and tools to boost exports and attract investors, businesses, visitors, residents, events and other important sources of revenue. These ubiquitous marketing efforts suggest that geographic locations have been managed as resolutely as products and brands. Furthermore, a rising number of practitioners and scholars have written about ‘place marketing’ and ‘place branding’. In the face of increasing interest in this area of study, the initial objective of this investigation was to develop a meticulous meta-analysis of nearly two decades of research on ‘place marketing’ and ‘place branding’. However, the multiplicity of subject matters covered in the literature, combined with the relentless use of case studies and other qualitative methods, hindered the use of the appropriate meta-analysis statistical tools. After a meticulous analysis of 211 articles (out of 259 articles identified), produced by 280 authors and published by 43 periodicals over a two-decade period, this article suggests ways to move the field from a descriptive to a normative stage of building theoretical knowledge.

108 citations


Journal ArticleDOI
TL;DR: In this paper, the authors explored the current state of knowledge about employer brand and identified the various employer brand building blocks which are conceptually integrated in a predictive model, and found that employer brand is influenced by target group needs, a differentiated Employer Value Proposition (EVP), the people strategy, brand consistency, communication of the employer brand, and measurement of Human Resources (HR) employer branding efforts.
Abstract: Orientation: In an ever shrinking global talent pool organisations use employer brand to attract and retain talent, however, in the absence of theoretical pointers, many organisations are losing out on a powerful business tool by not developing or maintaining their employer brand correctly. Research purpose: This study explores the current state of knowledge about employer brand and identifies the various employer brand building blocks which are conceptually integrated in a predictive model. Motivation for the study: The need for scientific progress though the accurate representation of a set of employer brand phenomena and propositions, which can be empirically tested, motivated this study. Research design, approach and method: This study was nonempirical in approach and searched for linkages between theoretical concepts by making use of relevant contextual data. Theoretical propositions which explain the identified linkages were developed for purpose of further empirical research. Main findings: Key findings suggested that employer brand is influenced by target group needs, a differentiated Employer Value Proposition (EVP), the people strategy, brand consistency, communication of the employer brand and measurement of Human Resources (HR) employer branding efforts. Practical/managerial implications: The predictive model provides corporate leaders and their human resource functionaries a theoretical pointer relative to employer brand which could guide more effective talent attraction and retention decisions. Contribution/value add: This study adds to the small base of research available on employer brand and contributes to both scientific progress as well as an improved practical understanding of factors which influence employer brand.

102 citations


Journal ArticleDOI
TL;DR: In this article, the importance of brand heritage on consumer brand image construction based on attitudinal components of brand strength was investigated, and the results support the assumption that consumers search for authentic brands with genuine history in an increasingly global and dynamic marketplace.
Abstract: Corporate branding plays a crucial role in building a sustainable bond between the branded company and its customers. Because consumers’ corporate brand image develops over time, previous experience with a company and its products/services are of particular importance. During recent years, the question of brand heritage and how past, present and future merge to create corporate brand image has gained growing interest in both marketing research and managerial practice. The aim of the present study is to probe the importance of brand heritage on consumer brand image construction based on attitudinal components of brand strength. Using a conceptual model focusing on the antecedents of brand heritage and its effects on attitudinal components of brand strength, we present the methodology and the results of our empirical study based on a PLS-PM approach. The results support the assumption that consumers search for authentic brands with genuine history in an increasingly global and dynamic marketplace.

89 citations


Journal ArticleDOI
TL;DR: In this article, a web-based survey on a sample of 606 older Generation Y mobile communication users was conducted, and the results reveal that not all of them reach the same level of attitude towards their brand, reputation, tribalism or satisfaction with the brand.
Abstract: The mobile communications industry is an important sector with European total revenues growing approximately 10 per cent per year and reaching 174 billion in 2007 (GSMA, 2008). Markets all over Europe are mature, and the operators engage in intense competition for customers. Heavy investments are made in marketing in order to gain new customers, whereas few efforts are made to retain the customers and build profitable long-term relationships (Ferguson and Brohaugh, 2008). The aim of this article is to outline the Portuguese mobile communications market from the relationship-marketing point of view, and to review the antecedents of customer–brand relationships. A web-based survey on a sample of 606 older Generation Y mobile communication users was conducted. Optimus, TMN and Vodafone are all implementing marketing strategies based on emotions. They are building customer databases to manage relationships with their corporate brand/company, but our results reveal that not all of them reach the same level of attitude towards their brand, reputation, tribalism or satisfaction with the brand. TMN, despite being the market leader, demonstrates a poor level of results in terms of customer–brand relationship building. On the basis of the findings of this research, implications for marketing practice and directions for further research are discussed.

Journal Article
TL;DR: Backhaus et al. as discussed by the authors examined the relative importance of different aspects of employer brand in human resource management and highlighted the need to build acquisition and retention strategies across a number of critical stakeholder markets through closer relationships.
Abstract: Background Employer branding has captured considerable attention in recent times. Academicians and practitioners have reported evidence of organisations expending considerable resources on development of employer brand programme indicating its value (Backhaus & Tikoo 2004). Employer branding as a concept is an extension of relationship marketing principles (Christopher, Payne & Ballantyne 1991, Kotler 1992, Morgan & Hunt 1994), which identify the need to build acquisition and retention strategies across a number of critical stakeholder markets through closer relationships. One of the most basic understandings about brand comes from the definition provided by the American Marketing Association which defines a brand as "a name, term sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller group or group of sellers and to differentiate them from those of competitors" (Backhaus & Tikoo 2004). The term employer branding is used for the application of branding principles to human resource management. The concept is being increasingly used for attracting prospective employees while engaging the present employees to the organisation. In a seminal work on employer branding, also one of the earlier definitions on the subject, Ambler and Barrow (1996) defined employer brand in terms of benefits, calling it 'the package of functional, economic and psychological benefits provided by employment and identified with the employing company'. Further, employer branding or employer brand management involves internally and externally promoting a clear view of what makes a firm different and desirable as an employer. According to Backhaus and Tikoo (2004), employer branding is essentially a three step process. First, a firm develops a concept of the particular value it offers to prospective and current employees. This value proposition provides the central message that is conveyed by the employer brand. It is of key importance that this value proposition derives from a thorough audit of the characteristics that make the firm a great place to work. Once the value proposition is determined, the second step in employer branding consists of externally marketing this value proposition to attract the targeted applicant population. The third step involves carrying the brand "promise" made to recruits in to the firm and incorporating it as part of the organisational culture. In a sense the last step consists of internally marketing the employer brand. Human Resource consultants Hewitt Associates suggests five steps to developing a strong employer brand: (1) understand your organisation, (2) create a 'compelling brand promise' for employees that mirrors the brand promise for customers, (3) develop standards to measure the fulfilment of brand promise, (4) ruthlessly align all people practices to support and reinforce brand promise, and (5) execute the measure (Berthon et al. 2005). According to Ritson (2002) companies with strong employer brands can potentially reduce the cost of employee acquisition, improve employee relations, increase employee retention and even offer lower salaries for comparable staff to firms with weaker employer brands. The present study focuses on the image audit step of the employer branding process because it is the basis on which other steps develop. Given the key role of image audit step, it should incorporate important stakeholder beliefs about the characteristics of an attractive employer. Therefore, the purpose of this study is to examine the relative importance of different aspects of employer brand Review of Literature Despite employer brand gaining considerable popularity in HR practitioner literature (e.g., Frook 2001) empirical research is still relatively inadequate (Cable & Turban 2001). Backhaus & Tikoo (2004) and Davies (2007) echo the same sentiments and feel that the advent of the employer brand as concept has been recent in academic field and its theoretical foundation is gradually being developed even though it is being considered and applied by practitioners for sometime now. …

Journal ArticleDOI
TL;DR: In this article, the authors identify three key precepts that underpin corporate heritage brands: trust, authenticity, and affinity, and find that the British Monarchy as a corporate heritage brand is also dependent on bilateral trust between the Crown and public.
Abstract: There are three key precepts that underpin salient corporate heritage brands: Trust, Authenticity and Affinity. Trust relates to the bilateral confidence between the institutional brand and stakeholders. Authenticity captures the notion of preserving the enduring identity traits of corporate heritage brands. Affinity captures the notion of public sovereignty (for any corporate heritage brand to endure there has to be public consent). The management of corporate heritage brands requires policymakers to show corporate brand stewardship to four spheres of activity: (1) achieving trust between the brand and its brand community; (2) preserving the brand's authenticity; (3) showing sensitivity to public concerns and ensuring the brand remains relevant and respected; (4) demonstrating empathy to environmental concerns; and (5) ongoing stewardship of the corporate brand. For its part, the British Monarchy, as a corporate heritage brand, is also dependent on bilateral trust between the Crown and public. This is predicated on public affinity towards the Monarchy and the Crown maintaining its authenticity as a corporate brand vis-a-vis its relationship with its brand community. A central finding relates to the centrality of trust to the management and maintenance of monarchy. In addition, there is a management requirement to calibrate authenticity (taking institutional and identity perspectives) and affinity (being mindful of customers and stakeholder concerns). This study builds on earlier JBM articles on corporate heritage brands (Balmer et al, 2006; Urde et al, 2007). This article is timely in that it comes during the lead up to Queen Elizabeth II's Diamond Jubilee celebrations 1952–2012 along with the wedding of Prince William to Catherine Middleton (April 2011).

Book
28 May 2011
TL;DR: The meaning and measurement of corporate reputation are discussed in detail in this article, where the authors measure the impact of corporate reputations on stakeholder behavior by measuring the effect of reputation on stakeholders' behavior.
Abstract: Contents: Part I Importance of Corporate Reputation: Corporate reputations: development, maintenance, change and repair, Ronald J Burke The meaning and measurement of corporate reputation, Gary Davies Measuring the impact of corporate reputation on stakeholder behavior, Manfred Schwaiger, Sascha Raithel, Richard Rinkenburger and Matthias Schloderer Part II Developing a Corporate Reputation: Reputation and corporate social responsibility: a global view, Philip H Mirvis Organizational identity, corporate social performance and corporate reputation: their roles in creating organizational attractiveness, Kristin B Backhaus Part III Managing a Corporate Reputation: Employer branding, the psychological contract and the delicate art of expectation management and keeping promises, Kerry Grigg Managing corporate reputations, strategic human resource management and negative capabilities, Graeme Martin, Paul Gollan and Kerry Grigg From applause to notoriety: organizational reputation and corporate governance, Charles McMillan The role of the CEO and leadership branding a " credibility not celebrity, Julie Hodges The role of the news media in corporate reputation management, Craig E Carroll The impact of Web 20 and Enterprise 20 on corporate reputation: benefits problems and prospects, Martin Reddington and Helen Francis Re-creating reputation through authentic interaction: using social media to connect with individual stakeholders, Celia V Harquail Part IV Reputation Recovery: Corporate governance and corporate reputation: a disaster story, Thomas Clarke Corporate rebranding, Dale Miller and Bill Merrilees Repairing damages to reputations: a relational and behavioral perspective, Moonweon Rhee and Robin J Hadwick Index

Posted Content
TL;DR: This article explored the hypothesis that firms with a reputation as socially responsible may have an important cost advantage: if workers prefer their employer to be socially responsible, equilibrium wages may be lower in such firms.
Abstract: Firms with a reputation as socially responsible may have an important cost advantage: If workers prefer their employer to be socially responsible, equilibrium wages may be lower in such firms. We explore this hypothesis, combining Norwegian register data with data on firm reputation collected by an employer branding firm. Adjusting for a large set of background variables, we find that the firm’s social responsibility reputation is significantly associated with lower wages.

Journal ArticleDOI
TL;DR: In this article, current practices, beliefs and attitudes of both wine producers and wine consumers in Cyprus to identify the factors that affect the industry were investigated. But the focus of the research was not on the quality of the wine, but on the marketing strategy.
Abstract: The 3000-year-old wine industry of Cyprus has reached a critical turning point and requires a substantial strategic reorientation. This article researches current practices, beliefs and attitudes of both wine producers and wine consumers in Cyprus to identify the factors that affect the industry. The research is primary data based, and makes extensive use of qualitative and quantitative methods. It includes in-depth semi-structured interviews and focus groups of local and Greek wine experts, an e-mail questionnaire survey of international experts, in-depth semi-structured consumer interviews and focus groups, and a consumer survey with 600 interviewees. The findings relate both to functional and production management aspects, as well as business and marketing ones. Regarding the former, cultivation varieties, production methods and know-how-related factors were found to be the most critical ones. In relation to marketing, focused targeting, differentiation, perception management-based branding and country-of-origin image development are presented as the clear strategic path. The findings are linked with an extensive literature review in order to reach prescriptive conclusions with immediate management implications. The article finally develops a preliminary framework for consumer-centred planning, specific to the wine industry of Cyprus, but – subject to testing – potentially adaptable to many other countries as well.

Journal ArticleDOI
TL;DR: In this article, the authors extended the theory of planned behavior model to include virtual world brand experience, self-image congruence and perceived diagnosticity to improve the model's predictive power for explaining how virtual world experience affects real world purchase intentions and behavior.
Abstract: Using survey data from registered users of the popular virtual world Second Life, this research extends the theory of planned behavior model. In addition to the theory's basic predictors (attitudes, subjective norms and perceived control), the extended model includes virtual world brand experience, self-image congruence and perceived diagnosticity to improve the model's predictive power for explaining how virtual world brand experience affects real world purchase intentions and behavior. The study results show that virtual world brand experience has an impact on real world purchasing intentions and behaviors, and this relationship is moderated by self-image congruence and perceived diagnosticity. When a virtual world brand experience is considered to be helpful for evaluation and is consistent with the consumer's self-concept, the experience is found to have a stronger influence on real world purchase intentions and behavior. Overall, the findings indicate that multichannel effects exist between virtual world brand experiences and real world purchasing decisions.

Journal ArticleDOI
TL;DR: In this paper, structural aspects of online brand communities can contribute to the brand building capacity of the community using network theory and predict the degree to which various structural factors are associated with emotional attachment to the community and other outcome measures are made.
Abstract: This study examines how structural aspects of online brand communities can contribute to the brand building capacity of the community using network theory. Predictions about the degree to which various structural factors are associated with emotional attachment to the community and other outcome measures are made. Results show that several structural characteristics play an important role in creating emotional attachment and contributing to relationship maintenance. Thus, the findings support the use of network theory for understanding how brand communities operate. It is also found that certain structural factors have a profound impact on attachment to the community and intention to re-purchase the brand. Theoretical and managerial implications are discussed.

Journal ArticleDOI
TL;DR: In this paper, the authors identify the main factors that affect online brand reputation as reinforced by the empowerment of consumers and identify the relationships between the critical factors of online consumer empowerment, the social processes of reputation building and e-reputation.
Abstract: The aim of this article was to identify the main factors that affect online brand reputation as reinforced by the empowerment of consumers. The article draws together the relevant literature from different but related disciplines, in order to identify the relationships between the critical factors of online consumer empowerment, the social processes of reputation building and e-reputation. Using assessments of this kind, research questions and hypotheses about potential indicators of online empowerment are presented. It is argued that empowered consumers can play the role of mediation in reputation building when they operate within particular ‘social Webs’, such as reputation-based systems and/or opinion platforms, blogs and so on. The study is somewhat limited by the use of a literature-based approach, in that the article can constitute only a starting point in the study of this relatively unexplored area. Subsequent research will be necessary to investigate the importance of individual indicators in determining a company's e-reputation, as summarised in the research agenda presented herein. From a theoretical point of view, we attempt to increase our knowledge of e-marketing and suggest that the management of brand reputation may be an interpretative key to a new e-marketing concept. In practical terms, the identification of the decisive factors that underpin a firm's e-reputation can indicate how the firm could take advantage of online consumer empowerment, without being overwhelmed by it.

Journal ArticleDOI
TL;DR: In this article, the authors identify the unique job attributes distinguishing entrepreneurial firms from large firms and calibrate the relative value of these job attributes from the potential employees' perspective, and demonstrate that a communal team climate and the early assignment of responsibilities are start-up's most attractive job attributes for prospective applicants.
Abstract: Although attracting talented personnel is one of the biggest challenges for start-ups, little is known about how nascent ventures can successfully build an employer brand. This study investigates which distinctive job attributes start-ups can use for their employer branding. We identify the unique job attributes distinguishing entrepreneurial firms from large firms and calibrate the relative value of these job attributes from the potential employees’ perspective. Using conjoint analysis we demonstrate that a communal team climate and the early assignment of responsibilities are a start-up’s most attractive job attributes for prospective applicants. We contribute to the entrepreneurial marketing literature by bringing forward the concept of entrepreneurial employer branding, by examining entrepreneurial firms’ unique and attractive job attributes, and by discussing how start-ups can make use of these attributes in their recruiting and employer branding activities.

Journal ArticleDOI
TL;DR: In this paper, the authors explored the importance of UK business schools' brand reputation as a criterion of choice for postgraduate studies by Greek university students, and found that international recognition of the B-school, university's brand name, survey rankings, accreditation, and high graduation job and career prospects were the most important elements of the UK business school's brand reputation.
Abstract: The purpose of this study is to explore the importance of UK business schools’ brand reputation as a criterion of choice for postgraduate studies by Greek university students. The research was exploratory in nature and data was collected by carrying out semi-structured in-depth interviews with 27 students. Respondents identified the name as a major brand component, although the ‘International recognition of the B-school’, ‘University's brand name’, ‘Survey rankings’, ‘Accreditation’ and ‘High graduation job and career prospects’ were the most important elements of the B-schools’ brand reputation. It seems that home university professors might also play role in the formation of the recommended foreign B-schools’ brand reputation. This study offers empirical findings from university branding, where studies are limited, and partially confirms the findings and conclusions of earlier studies in the field.

Journal ArticleDOI
TL;DR: In this paper, the authors present a holistic model for the analysis of brand commitment in shared-service call centers as a central tool of internal brand management and show that the majority of brand levers create a brandoriented atmosphere through a more human and social brand-oriented communication by managers of a client's brand and the shared service call centers.
Abstract: It is widely acknowledged that brand commitment of employees, which is defined as the extent of employee's psychological attachment to a brand, is an important factor for the effectiveness of brand management. However, while shared-service call centers are increasingly involved in the process of brand building, little is known about internal brand management within call centers. This is surprising because shared-service call center agents often deal with multiple brands, and the working environment is emotionally stressful. Furthermore, the influence of the representatives of a client's brand on the internal brand management in shared-service call centers is limited. This raises the question of whether and how shared-service call center agents can develop a brand commitment (BC) under such conditions. This article presents the conceptualization and testing of a holistic model for the analysis of BC in shared-service call centers as a central tool of internal brand management. The model provides a quantitative assessment of internal brand management within call centers working for a German media company. An empirical analysis reveals that levers in the field of brand-oriented communication significantly influence BC. They are more important than empowerment and promotional prospects. The majority of brand levers create a brand-oriented atmosphere through a more ‘human and social’ brand-oriented communication by managers of a client's brand and the shared-service call centers. This suggests that internal brand management in shared-service call centers does not always mean higher costs.

Journal ArticleDOI
05 Nov 2011
TL;DR: In this article, the authors identify the unique job attributes distinguishing entrepreneurial firms from large firms and calibrate the relative value of these job attributes from the potential employees' perspective, and demonstrate that a communal team climate and the early assignment of responsibilities are start-up's most attractive job attributes for prospective applicants.
Abstract: Although attracting talented personnel is one of the biggest challenges for start-ups, little is known about how nascent ventures can successfully build an employer brand. This study investigates which distinctive job attributes start-ups can use for their employer branding. We identify the unique job attributes distinguishing entrepreneurial firms from large firms and calibrate the relative value of these job attributes from the potential employees’ perspective. Using conjoint analysis we demonstrate that a communal team climate and the early assignment of responsibilities are a start-up’s most attractive job attributes for prospective applicants. We contribute to the entrepreneurial marketing literature by bringing forward the concept of entrepreneurial employer branding, by examining entrepreneurial firms’ unique and attractive job attributes, and by discussing how start-ups can make use of these attributes in their recruiting and employer branding activities.


Journal ArticleDOI
TL;DR: In this paper, the authors identify two central moderating variables (product knowledge and self-image congruence) that determine how conformity or escapism motivation affects brand loyalty and show that these common communication goals play an asymmetric role for each motive.
Abstract: We posit and show that some consumers may remain brand loyal because of their motivation to conform; in contrast, others may do so because of their motivation to break away. Furthermore, we identify two central moderating variables – product knowledge and self-image congruence – that determine how conformity or escapism motivation affects brand loyalty. We show that these common communication goals play an asymmetric role for each motive. In particular, self-image congruence is found to enhance brand loyalty for consumers who are motivated to conform, but not for those who are driven to escape. Alternatively, product knowledge is found to enhance brand loyalty for escapism-motivated consumers, but inhibits brand loyalty for consumers who are bound to conform. Given that both moderators are central to most brand-related marketing communication, the insights of this study will help brand managers better understand the impact of communication goals on brand loyalty and ultimately marketing performance.

Journal ArticleDOI
TL;DR: In this paper, a conceptual model of the creation of a family corporate brand in tourism firms is presented, and a case study is presented to explore to what extent the tenets of the model are observed in the case.
Abstract: Very little research has been done on the creation and development of a family corporate brand in tourism family firms and their effects. In this article, we aim to start filling this gap in the literature by first developing a conceptual model of the creation of a family corporate brand in tourism firms, and later present a case study to explore to what extent the tenets of the model are observed in the case. The conceptual model is developed taking as a reference some of the general literature on branding, and adapting it to the case of family firms in the tourism sector. On the other hand, the case shows how the particular family values or familiness on which the brand is build supports sustainable practices of tourism development, a particular pattern of business growth and development, and proves how the fact of being a family business becomes an essential part of the tourist experience for the guest.

Journal ArticleDOI
TL;DR: In this paper, an exploratory study aims to adopt an identity-centered approach for evaluating Iowa's destination image among industry partners, who are often seen as a less-important stakeholder group in place branding research.
Abstract: This exploratory study aims to adopt an identity-centered approach for evaluating Iowa's destination image among industry partners, who are often seen as a less-important stakeholder group in place branding research. Brand identity attributes of the ongoing branding strategy, ‘Iowa Life Changing’, were first identified through a document analysis and an elite interview. A random stratified sampling was then used in a telephone survey with 200 industry partners. Of the 114 valid responses, the gap between the brand identity and brand image of Iowa as a travel destination and respondents’ strength of identification with the Iowa Tourism Office were measured. Specifically, results showed a consistency and some dynamic linkages among the three constructs. Practical implications and future research directions on industry partners are also discussed.

Journal ArticleDOI
TL;DR: In this article, a longitudinal framework is developed to describe and explain online brand community members' brand attachment and their distinctive behaviors, with the objective of developing a positive brand identity through trust and input from the community members.
Abstract: Brands play an increasingly important role in consumers’ purchasing decisions in today's post-modern era. Researchers have noticed the formation of a new type of human community – online brand community, where similar interests and experiences bring brand users into a social group, and where community members share product information, knowledge, experience and identity. Brand community helps to identify the perceived social image of consumers, and consumers also use an online brand community to gain the identity recognized by their peers. This article develops a longitudinal framework to describe and explain online brand community members’ brand attachment and their distinctive behaviors. Managerial implications are provided for brand managers in how to properly utilize online brand community to increase and maintain brand equity. To maintain competitive advantage in the post-modern marketplace, companies must invest in their online brand communities, with the objective of developing a positive brand identity through trust and input from the community members.

Journal ArticleDOI
TL;DR: In this paper, a model for internationalization using virtual worlds (VWs) is proposed, and a strategy for SMEs on how to build successful businesses in such metaverses to help them achieve their objective/s is proposed.
Abstract: The Internet, in its 2D form, offered answers to some of the internationalization barriers of small- and medium-sized enterprises (SMEs) and has questioned the available internationalization models. Virtual worlds (VWs) have recently emerged as a promising platform for conducting various business and marketing activities. The current article is the first to examine their value in the internationalization process of SMEs. On the basis of literature from both the international marketing and the information systems fields, as well as incorporating current business practices, a model for internationalization using VWs is proposed. VWs’ potential as a market knowledge generator, a strategic tool for internationalization (marketing program testing and brand building) and as a business platform for real and in-world product is evaluated. Further, a strategy for SMEs on how to build successful businesses in such metaverses to help them achieve their objective/s is proposed.

Journal Article
TL;DR: In this article, the authors explored the current state of knowledge about employer brand and identified the various employer brand building blocks which are conceptually integrated in a predictive model and found that employer brand is influenced by target group needs, a differentiated Employer Value Proposition (EVP), the people strategy, brand consistency, communication of the employer brand, and measurement of Human Resources (HR) employer branding efforts.
Abstract: Orientation : In an ever shrinking global talent pool organisations use employer brand to attract and retain talent, however, in the absence of theoretical pointers, many organisations are losing out on a powerful business tool by not developing or maintaining their employer brand correctly. Research purpose : This study explores the current state of knowledge about employer brand and identifies the various employer brand building blocks which are conceptually integrated in a predictive model. Motivation for the study : The need for scientific progress though the accurate representation of a set of employer brand phenomena and propositions, which can be empirically tested, motivated this study. Research design, approach and method : This study was nonempirical in approach and searched for linkages between theoretical concepts by making use of relevant contextual data. Theoretical propositions which explain the identified linkages were developed for purpose of further empirical research. Main findings : Key findings suggested that employer brand is influenced by target group needs, a differentiated Employer Value Proposition (EVP), the people strategy, brand consistency, communication of the employer brand and measurement of Human Resources (HR) employer branding efforts. Practical/managerial implications : The predictive model provides corporate leaders and their human resource functionaries a theoretical pointer relative to employer brand which could guide more effective talent attraction and retention decisions. Contribution/value-add : This study adds to the small base of research available on employer brand and contributes to both scientific progress as well as an improved practical understanding of factors which influence employer brand.