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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 examined the potential role of country image as it relates to the recruitment of international talent by assessing the influence of place image on migration intentions and found evidence that country image is directly related to the migration decision and that country-employer attractiveness and destination image are indirectly related to migration decision through the overall assessment of the country image.
Abstract: This research examines the potential role of country image as it relates to the recruitment of international talent by assessing the influence of country image on migration intentions. This article makes a clear contribution by bringing place image research together with employer branding literature at an intersection that has received little attention. The study was conducted among university students at a Norwegian University College and found evidence that country image is directly related to the migration decision. In addition, country-employer attractiveness and destination image are indirectly related to the migration decision through the overall assessment of the country image. The results suggest that country image plays a role in improving the recruitment of international talent.

12 citations

Journal ArticleDOI
TL;DR: In this article, positive affectivity (PA) is hypothesized to increase consumers' propensity to be brand loyal, and three studies show that consumers high on trait PA are more likely to describe experienced brands favorably to others, be committed to experienced brands, and be willing to pay a premium for preferred brands and be overall loyal to their brands.
Abstract: Trait positive affectivity (PA) is hypothesized to increase consumers’ propensity to be brand loyal. Theories on affect, traits and brand loyalty are used to develop the conceptual framework for the hypotheses. Results from three studies show that consumers high on trait PA are more likely to (i) describe experienced brands favorably to others, (ii) be committed to experienced brands, (iii) be willing to pay a premium for preferred brands and (iv) be overall loyal to their brands. Implications for brand managers and academic scholars are discussed.

12 citations

Journal ArticleDOI
TL;DR: In this paper, the authors evaluated the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee's affective commitment, evident in certain organizational cultures, which are sustained over time.
Abstract: In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee’s affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization.

12 citations

Journal ArticleDOI
TL;DR: In this paper, the authors explored all claimed reasons for brand non-consideration and quantified how much each reason contributes to potential customer deficiency, and suggested specific marketing activities that could expand a brand's customer base.
Abstract: The recent anti-consumption research reveals that studying the reasons for not choosing a brand is as valuable for understanding consumer behaviour as researching their motivation for choosing brands. Taking a holistic approach (as opposed to focusing on a specific side of anti-consumption), this article explores all claimed reasons for brand non-consideration and quantifies how much each reason contributes to potential customer deficiency. An online survey examined incidences and reasons for non-consideration of 27 brands of chocolate bars by 1068 respondents. The good news for managers is that about two-thirds (57 per cent) of the reasons for non-consideration, by customers who have never experienced the brand, is directly attributable to the brand (as opposed to competition (8 per cent) or consumers themselves (27 per cent). The results demonstrate that most instances, when current category users reject brands from consideration, are within brand managers’ influence. Therefore, actions addressing specific reasons for brand non-consideration might expand a brand's customer base. This article suggests specific marketing activities that could achieve this goal.

12 citations

Journal ArticleDOI
TL;DR: In this article, an alternative phenomenological point of view by applying the innovative systems constellation technique within the soft systems methodology to identify new branding opportunities was proposed. But, the case study illustrates its content validity but also shows limited support for its reliability, which is in line with the positivists' reservation on phenomenological methods and techniques.
Abstract: Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of view by applying the innovative systems constellation technique within the soft systems methodology to identify new branding opportunities. A case study illustrates its content validity but also shows there is limited support for its reliability, which is in line with the positivists' reservation on phenomenological methods and techniques.

12 citations


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