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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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TL;DR: In this article, the authors investigate the relationship between cognitively driven perceived needs and affective responses on brand attitude and purchase intentions and find that brand attitude serves as a mediator between need for achievement and purchase intent.
Abstract: Much of the early literature on branding takes a primarily cognitive approach to brand management. Recently though, emotional research has been incorporated into branding studies. Fusing these two streams of thought, contemporary inquiry suggests that effective branding results from the creation of both a cognitive and an emotive bond (that is, a dual-process approach) between the brand and the consumer. As such, we investigate, across three studies, the relationship between cognitively driven perceived needs and affective responses on brand attitude and purchase intentions. Specifically, for Study 1, we explore the effects of need for achievement and positive affect on iPhone brand attitude and purchase intent. Study 2 tests a similar model in a computer operating system context. Study 3 extends this model by incorporating need for cognition as an antecedent of brand attitude and purchase intent for Android-based phones. The data support the posited models, while revealing that for both Studies 2 and 3, brand attitude serves as a mediator between need for achievement and purchase intent. Implications for brand management and directions for future research are offered.

13 citations

Journal ArticleDOI
TL;DR: In this article, the authors explore the relationship between employer branding dimensions and organizational commitment, and the reliability and validity of the model has been addressed in the context of organisational commitment.
Abstract: The purpose of the present research is to explore the relationships between employer branding dimensions and organisational commitment. The reliability and validity of the model has been addressed ...

13 citations

Journal ArticleDOI
TL;DR: The Journal of Brand Management (JBM) has published a commemorative special issue as mentioned in this paper to mark the 21 years of the journal, which includes seven invited articles from some of the leading thinkers in our field covering a variety of contemporary topics.
Abstract: This commemorative special issue of the Journal of Brand Management has been developed in celebration of 21 years of the Journal. It features seven invited articles from some of the leading thinkers in our field covering a variety of contemporary topics. In this editorial we introduce the seven articles and also delineate five relevant challenges and opportunities to help improve the practical impact of research in our field. It is our hope this timely special issue stimulates the various academic and practitioner brand communities to help orientate future research, while also delivering inspiring ideas for practical implementation in brand management.

13 citations

Journal ArticleDOI
Kwang Jin Na1, Ray Holland1, John Shackleton1, Yun-Yong Hwang1, T.C. Melewar1 
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.

13 citations

01 Mar 2013
TL;DR: Employer Branding is a set of attributes and qualities that make an organization distinctive and promises a particular kind of employment experience as mentioned in this paper, which is a critical aspect for business success.
Abstract: Attracting the right talent and retaining it has become a critical aspect for business success. The employer brand encompasses the firm's value system, policies and behaviors towards the objectives of attracting, motivating and retaining the firm's current and potential employees. Employer branding is about capturing the essence of a company in a way that engages employees and other stakeholders. It is a set of attributes and qualities that makes an organization distinctive and promises a particular kind of employment experience. Employees are the most important internal stakeholders as they play a vital role in the growth and sustainability of the organization. This study is a comparative analysis of the employee perspective towards the branding practices adopted by the hotels and reveals that there exists a significant difference in the branding practices of the hotels.IntroductionEmployer branding is the 'image of the organization' as perceived by the employees as well as other stakeholders. It helps differentiate a firm from its competitors. The employment brand highlights the unique aspects of the firm's employment offerings. Employer branding is about capturing the essence of a company in a way that engages employees and other stakeholders. It involves promoting both within as well as outside the firm and makes a firm different and desirable as an employer. The manifold objective of employer branding is to convince the employees that their organization is a good workplace, to retain them and to ensure their understanding of the organization's goals and commitment is in synchronization with the organization's vision and mission. The process of employer branding can be viewed as a holistic one, which presents the way in which the organization develops its employees' positive attitude and commitment towards the organization.Organizations comprise both external and internal stakeholders. The internal stakeholders are individuals who reside inside the company as board members, executives, managers, employees and trade unions and who benefit directly from their contributions to the growth of the company. They are committed to serve their organization. The internal marketing concept specifies that an organization's employees are its first market. Employees are the most important internal stakeholders as they play a vital role in the growth and sustainability of the organization. Internal marketing is important because it carries the brand 'promise' made to recruits in the firm and incorporates it as a part of the organizational culture. The goal of internal marketing, also known as internal branding, is to develop a workforce that is committed to the set of values and organizational goals established by the firm. Employees who feel good about the synergy between the business model and brand values tend to stay longer and be more engaged, leading to higher productivity. 'Employer branding' enhances the level of staff engagement and also minimizes the loss of talented employees. It increases the productivity and profitability of the organization and also improves employee relations. Being an 'employer of choice' not only ensures that the employee joins the company and stays with it but also identifies with its visions, values and gives it loyalty, commitment and performance. A good employer brand helps maintain the organization's core competencies and ensures long-term competitiveness.According to Figure 1, potential employees develop an employer brand image to form brand associations that are an outcome of the firm's employer branding. Also, employer brand loyalty is a function of organizational identity and organizational culture which ultimately lead to enhanced employee productivity.Prospective employees also develop employer brand associations based on information sources that are not employer-controlled. A powerful employer brand has the capacity to attract and retain talent and represent quality to its customers, with the goal of gaining global recognition in a sustainable manner. …

13 citations


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