Employer branding

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

Employer branding in power industry

Abstract: Purpose – The purpose of this study is to examine what kind of motives and practices company has for employer branding in power industry. The objective is to find out the benefits of employer branding and how it is targeted towards potential and current employees. In addition, the aim is to examine whether companies see employer branding as a process and what kind of processes they have for employer branding.Design/methodology/approach – The theoretical perspective of this study is based on literature review, which provides a better understanding of employer branding. The empirical part is a qualitative case study of two large, international companies in the field of power industry. The data was gathered with interviews.Findings – The main motives for employer branding are better employer image, more efficient recruitment and improved job satisfaction. Employer branding efforts are focused according to target group. Recruitment and educational co‐operation are the main objects of employer branding towards...

Linking dimensions of employer branding and turnover intentions

Abstract: This paper aims to explore the impact of employer branding dimensions i.e. social value, interest value, economic value, development value and application value on turnover intentions (TIs) of employees working in Indian information technology (IT) sector organizations.,A total of 380 junior-, middle- and senior-level executives have been surveyed using a structured questionnaire to measure employees’ perception with respect to the dimensions of employer branding and TIs. Hypotheses have been tested using multiple regression analysis.,Employer branding dimensions are negatively correlated with employees’ TIs, and two dimensions (social value and development value) are significant predictors of TIs.,Higher perceived value in employer brand reduces the TIs. Higher employee retention rates further lead to reduction in the cost of hiring and training of new employees, thereby contributing to the profitability of any organization. Hence, practical relevance is there for handling employee turnover and theoretical importance is for further enhancing the talent management concepts.,Uniqueness of this study lies in its approach. The role of organizational-level factors rather than individualistic characteristics has been analyzed as predictors of the employees’ decision to leave their organization. Furthermore, the sample of progressive Indian IT sector executives adds to the originality of the work.

Brand extensions: A manager's perspective

Abstract: Brand extension research has focused on consumers' evaluations of potential brand extensions. Little attention has been paid to the mental models used by brand extension decision makers, that is, their interpretation of market preferences and successful brand extension strategies. Using conjoint analyses a study was made of what marketing managers consider to be the ideal brand extension. The results show that their mental model for successful brand extension is driven by variables such as the consumers' perceived fit between parent brand and extension, the positioning of the brand, and the level of added value of the extension product. Other variables, like the breadth of the product line of the parent brand and the number of brands in the company's portfolio, also play a significant but marginal role. The results suggest that managers use a non-compensatory model of decision making.

Analysis of consumers’ response to brand community integration and brand identification

Abstract: Brands play an increasingly important role in consumers’ purchasing decisions. The integration of consumers into brand communities may manifest the ultimate degree of connectedness between a consumer and a brand. This article proposes and tests an empirical framework of brand community members’ integration and their distinctive behaviors. The specific aim of this study is to analyze the influence of brand community integration on brand identification and to show how brand identification influences satisfaction, loyalty and word-of-mouth communications. The sample consisted of 450 subjects from three different brand communities (Iphone, Thermomix and Nespresso). The results confirm the influence of brand community integration on brand identification and consumer satisfaction. We additionally discovered that brand identification has an effect on consumer loyalty and word-of-mouth communications. The findings contribute to consumer and brand literature and may have implications for brand community management.

Exploring Social Motivations for Brand Loyalty: Conformity Versus Escapism

Abstract: We posit and show that some consumers may remain brand loyal because of their motivation to conform; in contrast, others may do so because of their motivation to break away. Furthermore, we identify two central moderating variables – product knowledge and self-image congruence – that determine how conformity or escapism motivation affects brand loyalty. We show that these common communication goals play an asymmetric role for each motive. In particular, self-image congruence is found to enhance brand loyalty for consumers who are motivated to conform, but not for those who are driven to escape. Alternatively, product knowledge is found to enhance brand loyalty for escapism-motivated consumers, but inhibits brand loyalty for consumers who are bound to conform. Given that both moderators are central to most brand-related marketing communication, the insights of this study will help brand managers better understand the impact of communication goals on brand loyalty and ultimately marketing performance.