Topic
Employer branding
About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.
Papers published on a yearly basis
Papers
More filters
TL;DR: In this paper, the authors examine what changes might be seen in the world of Brand Management in the next 10 years and how technology, Total Customer Experience and Customer Relationship Management all come together, for the benefit of the customer, and in the wider dimension of Intellectual Asset Management (IAM).
Abstract: ‘Networked markets are beginning to self-organise faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter and more demanding of qualities missing from most business organisations’. This is a quote from the website of cluetrain.com which comprises many of the points the author has been speaking on and writing on for the last few years — but it encompasses the New (or Digital) Economy as well. This paper examines what changes might be seen in the world of Brand Management in the next 10 years and how technology, Total Customer Experience and Customer Relationship Management all come together, for the benefit of the customer, and in the wider dimension of Intellectual Asset Management (IAM).
5 citations
Dissertation•
08 Mar 2012
TL;DR: In this article, the authors propose a method to solve the problem of "I! I! I!" and "I!. I!"... "I!" and I!
Abstract: ......................................................................................................... I!
5 citations
TL;DR: A review of marketing strategy with regard to the point of purchase can be found in this article, where the authors argue that a knowledge of shopping behavior is necessary. But, for this to be achieved, the research in this area has been sparse.
Abstract: The point of purchase (POP) has recently become a major area of focus for both marketers and retailers. This paper argues for a review of marketing strategy with regard to the POP. However, for this to be achieved, a knowledge of shopping behaviour is necessary. Historically, research in this area has been sparse. Therefore, secondly, the paper reviews some of the major themes in shopping behaviour research. Finally, it summarises the research of a team of researchers who have been investigating the psychology of shopping and indicates how the work has been applied in the commercial context. Over the last ten years a group of researchers, both academic and practitioners, have been investigating shopping behaviour and exploring how the insights obtained can influence marketing strategies. This paper reviews the research published and in progress, and attempts to draw general conclusions about the role of marketing at the POP.
5 citations
5 citations
TL;DR: In this paper, the authors integrate a number of disparate research streams which collectively confront the notion that brands can be valued in any meaningful sense, and identify the forces which conspire against this common sense advice.
Abstract: This paper integrates a number of disparate research streams which collectively confront the notion that brands can be valued in any meaningful sense. This is not to say that brands are unimportant or that the development of brand management competencies is a waste of resource. On the contrary, in a complex and turbulent marketing environment, a powerful brand, built upon customer trust and repeat-purchase loyalty, should be the driving force of any company's strategic intent. In the sections that follow, the forces which conspire against this common sense advice are profiled and evaluated. The internationalisation of the world economy and associated developments in theories of competitive behaviour are examined. Areas which impinge strongly upon the brand valuation debate but which are typically precluded from it are revealed and discussed. Research directions to expand the parochial nature of the current debate are highlighted and it is concluded that behavioural management processes tend to confound rational attempts at brand valuation.
5 citations