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 article, the authors investigated the use of internal branding as both a managerial and communication strategy within an organisational revitalization process of a major Australian Healthcare provider based in Queensland.
Abstract: This research investigates the use of internal branding as both a managerial and communication strategy within an organisational revitalisation process of a major Australian Healthcare provider based in Queensland. At the core of the research is the recognition that the involvement of employees is of critical importance in developing a competitive advantage via an increased performance in terms of customer and market recognition, this approach includes such activities as relationship management. The researchers were provided access to the corporate initiative behind the intervention via interviews with the senior manager responsible for the process and qualitative responses to an organisational-wide employees survey that included questions on organisational values associated with the internal branding process. Rich qualitative data of this type fits ideally into a case study methodology and was analysed via lexical and content analysis. The research is relevant as it addresses issues of internal branding, communication and management during an actual implementation of a corporate strategy within one of the world's most important industry sectors, healthcare.
101 citations
TL;DR: This article explored the relationship between homophily and social ties, and the extent to which strong ties are associated with Facebook users' incorporation of self-expressive brands in their personal profiles by liking them.
Abstract: This study tests hypotheses integrating relational aspects of social networks, self-expressive brands and consumers’ brand advocacy. We explore the relationship between homophily and social ties, and the extent to which strong ties are associated with Facebook users’ incorporation of self-expressive brands in their personal profiles by ‘Liking’ them. We also examine the relationship between self-expressive brands ‘Liked’ on Facebook, and consumers’ brand advocacy in online and offline settings. A survey of 265 Facebook users reveals stronger social ties influence consumers to ‘Like’ brands that express their inner and social selves. Self-expressive brands reflecting one's inner or social self encourage consumers to offer positive WOM on social networks. Further, self-expressive brands ‘Liked’ on Facebook positively influence consumers’ brand acceptance, and their willingness to forgive ‘Liked’ brands for wrongdoing. Managerial implications along with implications for theory development are explored.
100 citations
TL;DR: In the last two decades, the debates have been related to the associated challenges and paradoxes that have emerged as a result of the evolution of luxury since it became a consolidated economic sector in the late 1990s.
Abstract: In the last two decades, luxury brand management has generated much interest and discussions in both academic and business circles. Among business leaders, the debates have been related to the associated challenges and paradoxes that have emerged as a result of the evolution of luxury since it became a consolidated economic sector in the late 1990s, led by the vision of conglomerates such as LVMH, Gucci Group and Richemont.
100 citations
TL;DR: In this paper, the authors argue that political parties need to use marketing not only to win a sale (an election) but also to minimise post-purchase dissonance and encourage brand loyalty so that consumers will buy their product in the future.
Abstract: Incumbent political parties, like the providers of commercial goods and services, are seeking to secure repeat sales at a time when consumer loyalty is under threat from proliferating choice and social realignment As with other large and infrequent purchases, parties need to use marketing not only to win a sale (an election) but also to minimise post-purchase dissonance and encourage brand loyalty so that consumers will buy their product in the future Successful parties develop brand attributes in their leaders to maintain relationships with supporters beyond the initial transaction, although in doing so they create problems for leadership succession
100 citations
TL;DR: In this article, the authors claim that the understanding that corporate branding can offer real opportunities for differentiation is patchy in this sector and examine why this is and ask questions about the role of the branding industry in this issue.
Abstract: Corporate branding, both as a philosophy of organisational change and as a process, is well understood in many business-to-consumer (B2C) organisations in the UK. This paper claims that this is not the case in the business-to-business (B2B) sector, particularly in small to medium-sized enterprises (SMEs). The understanding that corporate branding can offer real opportunities for differentiation is patchy in this sector. This paper examines why this is and asks questions about the role of the branding industry in this issue. Qualitative research data is synthesised, alongside recent interviews with the CEOs of small to medium-sized B2B enterprises and representatives from the branding industry. The paper ends with recommendations for a specific approach for SMEs facing this challenge.
97 citations