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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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Journal ArticleDOI
TL;DR: In this article, the authors argue that integrated branding is an inseparable part of the process of merger integration, and involves forward and backward branding for strategy implementation, and link corporate vision, forward, backward, and pre- and post-M&A activities to help manage strategic decisions on integration.
Abstract: With growing numbers of mergers and acquisitions (M&A), its relationship with brands and branding has attracted the attention of academics and practitioners. However, little has been explored in this area owing to greater emphasis on tangible financial factors. This article responds to the call of prior research to explore new variables associated with branding and M&A success. So what are the factors behind successful branding in M&A? To obtain answers, we interviewed 17 senior executives who were involved in a total of 43 grand projects. As insightful outcomes of the study, we present an ‘integrated model of branding-M&A’. The authors argue that integrated branding is an inseparable part of the process of merger integration, and involves forward and backward branding for strategy implementation. The model also links corporate vision, forward and backward branding, and pre- and post-M&A activities to help manage strategic decisions on integration. In this process, we identify several critical factors that rationalize branding implementation.

19 citations

Journal ArticleDOI
TL;DR: In this article, the authors focused on top Financial Times (FT)-ranked British business school managers' cognitions of corporate brand building and management and found that there is a prima facie bilateral link between corporate branding and strategic direction.
Abstract: This revelatory study focusses on top Financial Times (FT)-ranked British business school managers’ cognitions of corporate brand building and management. The study insinuates that there is a prima facie bilateral link between corporate branding and strategic direction. The data revealed that, among this genus of business schools, corporate brand building entailed an ongoing concern along with strategic management, stakeholder management, corporate communications, service focus, leadership and commitment. These empirical findings chime with the early conceptual scholarship on corporate brand management dating back to the mid-1990s. These foundational articles stressed the multi-disciplinary and strategic nature of corporate brand management and stressed the significant role of the CEO. As such, this research adds further credence to the above in terms of best practice vis-a-vis corporate brand management. Curiously, although senior managers espouse a corporate brand orientation, corporate brand management is seemingly not accorded a similar status in the curriculum. Drawing on a general embedded case study methodological approach, data was collected from eight leading (FT-ranked) business schools in Great Britain at Oxford, Cambridge, Durham, Bradford, Cranfield, Warwick, Lancaster and City (London) Universities. Each of these eight British business schools can be deemed ‘top’ business schools by virtue of their inclusion in the influential FT worldwide list of top business schools. The primary mode of qualitative data collection comprised the 37 in-depth interviews with business school Deans, Associate Deans and other senior faculty members and other managers.

19 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined the effect of brand name in the context of multigenerational product introduction in two studies and found that brand name type had an effect on perceived technological improvement, product differentiation and the degree to which one is willing to pay more for the current version compared to the previous version of technology.
Abstract: Employing consumer inference making and the information congruency framework, the authors examined the effect of brand name in the context of multigenerational product introduction in two studies. Results showed that brand name type had an effect on perceived technological improvement, product differentiation and the degree to which one is willing to pay more for the current version compared to the previous version of technology. Furthermore, results showed that the degree of congruency between brand name (sequential vs nonsequential) and type of innovation (breakthrough vs normal) can elevate such effects. The results underscore the importance of proper branding strategies for high-tech products, especially when it is a breakthrough development.

19 citations

Journal ArticleDOI
TL;DR: In this paper, a five-construct research model with four hypotheses was developed to investigate the relationship between corporate identity and corporate reputation in the professional service sector and found that the impact of CIM on CR is mediated through corporate brand beliefs.
Abstract: The concepts of corporate identity (CI) and corporate reputation (CR) receive extensive investigation within their separate domains. Recent strategic marketing literature calls for these two fields of study to be brought closer together. This article answers this call by developing a five-construct research model with four hypotheses. The model proposes that the corporate identity mix (CIM) plays a distinct and independent role in driving CR alongside daily experiences of business operations (BO). Furthermore, the model proposes that the impact of CIM on CR is mediated through corporate brand beliefs. The study is based on the professional service sector and assesses the model and hypotheses using data collected from a questionnaire completed by 126 customers. Partial least squares structural equation modelling technique is used to analyse the data. Results indicate that customer experiences of the CIM and daily BO of the organization have independent and significant impacts upon the development of CR. As a further contribution, the study operationalizes, and provides new measure of, the CIM.

19 citations

Journal ArticleDOI
TL;DR: In this article, the authors identify and operationalize the components of employer attractiveness from the perspective of potential employees and search for similarities and differences among employer attractiveness dimensions through a cross-cultural comparison based on the results of previous studies.
Abstract: Attracting and retaining talented employees and gaining competitive advantage are important for organizations around the world. This study identifies and operationalizes the components of employer attractiveness from the perspective of potential employees. The study tests the employer attractiveness scale (EmpAt) by identifying the attractiveness dimensions of an employer brand among business students in the Czech Republic through exploratory factor analysis. We also search for similarities and differences among employer attractiveness dimensions through a cross-cultural comparison based on the results of previous studies. Businesses in today’s globalised world need to attract potential employees globally and determine whether it would be better to use one corporate strategy or to customize their employer brand according to the cultural differences between countries. National, cultural, and gender differences are also investigated. The findings show factors that business students give the highest importance to when searching for an employer and that the factor’s importance is influenced by gender. The findings of this study can be used to track the perceptions of current job applicants about the company and to appeal to “suitable target audiences” – potential employees. The results can be used by HR experts and practitioners in formulating and executing their communication and recruitment strategies. First published online 10 April 2019

19 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202345
202295
202190
202086
201988
201896