Employer branding

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

Organizational Identity and Employer Image: Towards a Unifying Framework*

Abstract: This study aims to bridge two research streams that have evolved relatively apart from each other, namely the research streams on organizational identity and on employer branding (employer image). In particular, we posit that it is crucial to examine which factors company outsiders (applicants) as well as company insiders (employees) associate with a given employer. To this end, this study uses the instrumental–symbolic framework to study factors relating to both employer image and organizational identity of the Belgian Army. Two samples are used: a sample of 258 Army applicants and a sample of 179 military employees. Results show that both instrumental and symbolic perceived image dimensions predict applicants’ attraction to the Army. Conversely, symbolic perceived identity dimensions best predict employees’ identification with the Army. Results further show that employees also attach importance to outsiders’ assessment of the organization (construed external image). Theoretical and practical implications for managing organizational identity and image are discussed.

Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior

Abstract: Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types moderate the relationships between brand attitude and purchase intention. We find that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.

Two studies of consequences and actionable antecedents of brand love

Abstract: Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identification of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identification and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand identification and sense of community both have a positive influence on brand love, which in turn has a positive influence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identification and sense of community – with the purpose of elaborating and building brand love.

An integrative review of employer branding and OB theory

Abstract: Purpose – The purpose of this paper is to review the existing literature linked to the emerging field of employer branding, with a view to adding insight from the perspective of the management of human resources.Design/methodology/approach – The approach taken entails reviewing books and academic journals from the area of marketing, organisational behaviour (OB) and business management. The review shows that research and theory from a range of fields can help add to one's knowledge of employer branding; these include areas of research that investigate organisational attractiveness to potential new recruits, research and writing linked to the psychological contract literature as well as work that examines organisational identity, organisational identification and organisational personality characteristics.Research limitations/implications – The main limitation of the review is that, while different areas and fields of research are being drawn on to help identify useful knowledge that can improve one's unde...

Antecedents and consequences of brand loyalty: An empirical study

Abstract: The authors consider the relationships among characteristics associated with the consumer (risk aversion and variety seeking), the brand (brand reputation and availability of substitute products), the social environment (social group influences and peers' recommendations), four types of loyalty (premium loyalty, inertia loyalty, covetous loyalty and no loyalty), and four consumer-related behaviour types (word-of-mouth communication, buy alternative brand, go to different store and buy nothing). To test the hypothesised relationships a survey of Greek consumers was conducted. The findings provide general support for the postulated linkages among the above variables. Implications for marketing practice and directions for future research are discussed.