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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.


Papers
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Journal ArticleDOI
TL;DR: In this article, the authors investigate the promising, new subject matter of Islamic branding, which is yet to receive the academic attention it deserves, through conceptualizing the terms relevant to the brand-Islamization efforts of non-Muslim brands, by identifying the necessary "branding to Muslims" practices.
Abstract: This article investigates the promising, new subject matter of Islamic branding, which is yet to receive the academic attention it deserves. It provides a better understanding of Islamic branding, through conceptualizing the terms relevant to the brand-Islamization efforts of non-Muslim brands, by identifying the necessary ‘branding to Muslims’ practices. It differentiates between Islamic products and Islamic brands, identifies and explains the various types of Islamic branding and links them to the Islamization of originally non-Muslim brands, that is, international brands, and it discusses various halal-related issues that an Islamizing firm needs to adhere to in order to improve its chances of success in the Islamic market. Existing information sources at both academic and business levels reveal that knowledge remains scarce in this field. Therefore, the identification and conceptualization of the various Islamic branding terms offers ample opportunities for researchers to investigate. Researchers investigating the concept and practice of Islamic branding currently are drawing the inaugural road map for future research, and thus determining its long-term direction.

195 citations

Journal ArticleDOI
TL;DR: In this article, the authors present a model to grow and sustain brands strategically, which adopts a more balanced perspective than existing models, since it builds on the asset of knowledgeable and committed staff whose values ideally align with the brand's values.
Abstract: This paper presents, then explains, a model to grow and sustain brands strategically. It adopts a more balanced perspective than existing models, since it builds on the asset of knowledgeable and committed staff whose values ideally align with the brand's values. The model encourages a multifunctional brand team progressing through the phases of strategy to tactics to implementation.

194 citations

Journal ArticleDOI
TL;DR: In this article, the authors explored employees' brand commitment in the hotel industry in a highly competitive market (the 5-star hotel category in Bangkok) and defined the extent to which employees experience a sense of identification and involvement with the brand values of the company they work for.
Abstract: In the past, many service brands have applied a consumer-goods approach to branding to respond to a more competitive environment. This approach emphasises the role of advertising in building a strong brand, but underestimates the role played by employees in developing the brand during their interactions with customers. More recently, the development of models that provide an understanding of the process of building a powerful service brand has emphasised the role of employees and their contribution to enhance brand equity. The role of employees in building the brand and making the brand ‘come alive’ is seen as essential. Employees must be committed to demonstrating the brand values (as expressed by top management) each time a customer interacts with the brand. The present research explores employees’ brand commitment in the hotel industry in a highly competitive market (the 5-star hotel category in Bangkok). Employees’ brand commitment is defined as the extent to which employees experience a sense of identification and involvement with the brand values of the company they work for. The dimensions of employer brand (the organisation's image as seen through the eyes of associates and potential hires) are used as independent variables for explaining the level of employee's commitment to their company's brand.

191 citations

Journal ArticleDOI
TL;DR: In this article, an integrated value co-creation model (BVCC) is proposed to understand how brand value is co-created together with other stakeholders, which can be used in different business settings.
Abstract: Brand management has evolved from its original focus on product differentiation (for example, Aaker, 1996) to new perspectives that include service brands (for example, Berry, 2000) and corporate brands (for example, Balmer, 1995). This represents the emergence of a new approach that understands brands as social processes that involve multiple stakeholders. This also creates the need to better understand how brand value is co-created together with other stakeholders (Brodie et al, 2009; Hatch and Schultz, 2010; Frow and Payne, 2011). In this respect, there is an opportunity to build an integrated brand value co-creation model (BVCC) (Merz et al, 2009) that can be used in different business settings (Wallstrom et al, 2008; Payne et al, 2009; Pillai, 2012).

191 citations

Book
24 Sep 1999
TL;DR: The strategic management and development of brands continues to grow in importance for most businesses and the 1990s have seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets.
Abstract: The strategic management and development of brands continues to grow in importance for most businesses and the 1990s have seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets.

185 citations


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