Employer branding

About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.

The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism

Abstract: Consumer anti-brand activism is explained through a specific theoretical model, tested in two studies with adult consumers. The presence of two mechanisms that interact with each other to instigate consumer anti-brand activism is demonstrated. Brands and their parent company moral misconducts, once learned and evaluated by consumers, induce hateful feelings that, in their turns, motivate consumers to adopt anti-brand behaviors. Second, the intensity of these feelings on anti-brand actions is hypothesized to be governed by the level of felt consumer empathy. The results provide scholars, managers and activists with means of improving their understanding and handling of anti-brand actions.

Evaluating Slovenia's image as a tourism destination: A self-analysis process towards building a destination brand

Abstract: This paper points out the importance of evaluating the image of a destination. The importance of the role of identity in branding is discussed and the process of image evaluation as a self-analysis process leading towards building a strong destination brand is considered. Image evaluation is even more important for young countries like Slovenia. Slovenia's general image — especially the perceptual/cognitive component — as seen by tourist experts, is evaluated. Possible image factors are presented and suggestions for marketing actions in line with new trends on the demand side are offered. The emphasis is on the active component, including the different types of activities offered to foreign tourists in the mountain areas and the participation of Slovenian people in living and sharing the destination brand.

The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management

Abstract: Businesses increasingly consider corporate reputation as a valuable asset that has a positive impact on purchase intention. Concurrently, corporate social responsibility (CSR) issues have received growing attention and the importance of CSR has been increasingly emphasized. Claims have been made that both CSR and corporate reputation can provide a competitive advantage as in conjunction with perceived product quality they can influence purchase intentions. In this article we explore the interaction between these concepts and put forward a set of hypotheses about the expected linkages. Our discussion is based on findings from a study on a sample of customers of two brands of a traditional type of Italian Christmas cake – Panettone. The two brands are widely known in a specific geographical and cultural area and one is well known for its strong engagement in CSR activities. We conclude by discussing the limitations of our study and drawing implications for future research.

Conceptual analysis of brand architecture and relationships within product categories

Abstract: Brands play a significant role in developing marketing strategies for specific product categories in a firm. A coherent international brand architecture is a key component of a firm's overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalise the firm's branding strategy. This paper discusses how firms can develop brand architecture, and considers the factors that contribute in shaping the architecture. The managerial implications for marketing management and the impact of architecture on the brand hierarchy are also analysed.

Brand management to protect brand equity: A conceptual model

Abstract: Corporate and product brands are increasingly accepted as valuable intangible assets of organisations, evidence of which is apparent in the reported financial value that strong brands fetch when traded in the mergers and acquisitions markets. However, while much attention is paid to conceptualising brand equity, less is paid to how brands should be managed and delivered in order to create and safeguard brand equity. In this article we develop a conceptual model of corporate brand management for creating and safeguarding brand equity. We argue that while legal protection of the brand is important, by itself it is insufficient to protect brand equity in the long term. We suggest that brand management ought to play an important role in safeguarding brand equity and propose a three-stage conceptual model for building and sustaining brand equity comprising: (1) adopting a brand- orientation mindset, (2) developing internal branding capabilities, and (3) consistent delivery of the brand. We put forward propositions, which, taken together, form a theory of brand management for building and safeguarding brand equity. We illustrate the theory using 14 cases of award-winning service companies. Their use serves as a demonstration of how our model applies to brand management practice.