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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 paper, the authors examined the effect of social identification with certain green consumer groups on brand knowledge, brand attitude and buying behavior and found that people who are aware of their social identity concerning environmentally friendly consumer groups also seem to feel more attached to consumers who buy organic food products.
Abstract: Green consumerism and the role of eco-marketing have become increasingly important for increasing the market share of sustainable (non-) food products. The current study examines the effect of social identification with certain green consumer groups on brand knowledge, brand attitude and buying behavior. An online panel study was conducted among a representative sample of the German population (N=961). For brand knowledge and brand attitude, we presented five well-known organic brands in the German market to the respondents. To test the hypothesized model, we used structural equation analysis in SPSS Amos 16.0. Several competing path models were tested. One of the main conclusions of the current study is that people who are aware of their social identity concerning environmentally friendly consumer groups also seem to feel more attached to consumers who buy organic food products. In addition, brand knowledge and brand attitudes concerning specific organic brands have an effect on buying behaviors for organic food products. Moreover, the influence of brand knowledge on buying behavior seems to be mediated by brand attitude. The results of the current study can be used to develop more effective branding strategies in eco-marketing. Aside from classical strategies, marketers could use social identity theory to create future market strategies with regard to green consumerism.

118 citations

Journal ArticleDOI
TL;DR: In this article, the authors tested the proposed linkages between globality and esteem against data from eight countries and found that the reach of a brand is consistently associated with higher esteem, but only after familiarity is achieved.
Abstract: Global brands are supposed to benefit from the scale and scope that having a presence in multiple markets brings. It has been suggested that the degree to which a brand is global affects positively the regard in which the brand is held. The study tests the proposed linkages between globality and esteem against data from eight countries. The results show that the reach of a brand is consistently associated with higher esteem, but only after familiarity is achieved. The globality of a brand has a clear role in building a sustainable competitive advantage.

116 citations

Journal ArticleDOI
TL;DR: In this article, the authors argue that the marketer seeks to activate specific associations from a country image, and to match these with important characteristics in the target market through the design of all the components of the marketing mix.
Abstract: This paper aims to clarify how a country image is established, and how it can be developed. The authors argue that the marketer seeks to activate specific associations from a country image, and to match these with important characteristics in the target market through the design of all the components of the marketing mix. If all these components successfully come together, then it is likely that the intended image association will be established. It is only when this succeeds, ie when the image-creating moment occurs, that the country image can develop and eventually become stronger and more multifaceted. The Norwegian fish industry’s strategy to market fish in Asia is discussed to illustrate the point that a country-of-origin strategy can be beneficial even if there is little or no knowledge about the country of origin within the target market.

116 citations

Journal ArticleDOI
TL;DR: In this article, a content analysis of 100 online job advertisements in order to investigate whether and how Employer Branding is currently used in recruitment practices in the Netherlands is presented. And the second study involves a subsequent experiment comparing a job advertisement containing elements of EB to one without these elements.
Abstract: Organisations need highly loyal employees in order to fulfil the needs of their stakeholders and achieve success. Employer branding (EB) could be a powerful tool for attracting employees with high potential. In this article, we present two separate studies. The first study involves a content analysis of 100 online job advertisements in order to investigate whether and how EB is currently used in recruitment practices in the Netherlands. The second study involves a subsequent experiment comparing a job advertisement containing elements of EB to one without these elements. Results from the first study show that EB is hardly ever used in recruitment communication in the Netherlands. Results from the experiment reveal a preference for advertisements containing EB with regard to several factors. On the basis of these results, we can conclude that corporate positioning, internal branding, EB and related practices could be successful avenues for organisations. EB should obviously stem from the organisation's position and corporate identity. A branded identity might offer major advantages in the war for talent.

115 citations

Journal ArticleDOI
TL;DR: The employment environment, nowadays, is becoming increasingly competitive as mentioned in this paper, and in such competitive environment, employer branding is fast emerging as a long-term human resource (HR) strategy to attrac...
Abstract: The employment environment, nowadays, is becoming increasingly competitive. In such competitive environment, employer branding is fast emerging as a long-term human resource (HR) strategy to attrac...

114 citations


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